The Power of Persuasion: How We're Bought and Sold

"Learn from the mistakes of others. You can’t live long enough to make them all yourself."–Eleanor Roosevelt

Do you believe most people are susceptible to persuasion, but not you? According to renowned social psychologist Robert Levine, you are more susceptible than you think and just how vulnerable you are depends on the talented subtlety and skill of the persuader. Drawing heavily on both extensive field research and scientific findings, The Power of Persuasion offers an incisive new take on the mindsets of those who prod, praise, debase, and manipulate others to do things they never thought they’d do–and are usually later sorry they did.

Whether they’re pushing Tupperware or eternity, professional persuaders are skilled artisans who often leave their prey unaware that they’ve been influenced or even conned. In researching this penetrating work, Dr. Levine and a host of students went undercover to observe and expose the tactics of persuasion professionals, from hucksters selling everything from cosmetics to health, timeshares to kitchenware, as well as religious and cult leaders and others who use their skills to control others’ lives.

The Power of Persuasion features vivid testimonies from individuals on the receiving end of the process, varying from those who are convinced they’ve been saved to those who believe they’ve been ruined by psychobabbling control freaks. In an effort to fully understand and disclose how these smooth operators work, Dr. Levine took a hands-on approach by attending training sessions for magicians honing their craft. He even took on the most educational jobs of them all: selling cars and hawking cutlery door to door.

Focusing on the subtle, almost invisible processes of effective manipulation, The Power of Persuasion exposes the many tricks of the trade, including how:

• The "sunk=cost trap" encourages you to throw good money after bad
• "Free gifts" are offered to make you feel obligated to make a purchase or donation
• The "anchoring trap" may be used to make a high price appear lower
• "Decoys" are craftily used to make other products in their line look more attractive

The Power of Persuasion then offers you some rules for protecting yourself from becoming an unwitting victim of manipulation, such as:

• Beware of simple answers to complex problems
• Question reputations
• Recognize the apparent lack of pressure as a type of pressure
• Distrust time limits
• Realize that the most dangerous sales men don’t look like salesmen at all

A look behind the curtain of shilling and pitch to see how we are manipulated

Why do some people have the power to persuade us- and why do we let them? Robert Levine offers readers a witty and incisive new take on the mindsets of those who prod, praise, and manipulate others to do things they never thought they' d do- and are sometimes later sorry they did. By attending training sessions for magicians and taking jobs as both a door-to-door and used car salesman, Levine explores the remarkable effect and power of subtlety on effective persuasion, the great illusion of personal vulnerability, and the unlikely similarities linking a wide range of persuasive strategies.

Robert Levine (Fresno, CA) is Professor of Psychology at California State University, Fresno. His book A Geography of Time (0-465-02642-7) was the subject of feature stories around the world.

"An engaging, highly readable survey of the sophisticated methods of persuasion we encounter in various situations. From television to telemarketing and from self-deception to suicide cults, Levine takes a hard look at all the ways we attempt to persuade each other--and how and why they work (or don't). . . . The next time you wonder what possessed you to pay $50 for a medallion commemorating the series finale of Friends, you'll know where to turn."

--Slashdot.org

"If you're like most people, you think advertising and marketing work--just not on you. Robert Levine's The Power of Persuasion demonstrates how even the best-educated cynics among us can be victimized by sales pitches."

--The Globe and Mail

"Levine puts [his] analysis in the service of his real mission--to arm the reader against manipulation."

--The Wall Street Journal

"This wonderful book will change the way you think and act in many realms of your life."

--Philip Zimbardo former president, American Psychological Association

There’s a sucker born every minute–don’t let it be you!

Learn how to ward off even the best predators with the secrets revealed in The Power of Persuasion

When it comes to persuasion, there are three universal truths:

1. You’re more susceptible to it than you think;
2. The most effective persuaders are the least obvious; and
3. Whether they’re selling cars or religion, professional persuaders all follow the same principles of psychology.

Stop falling prey to their ploys. The Power of Persuasion looks behind the curtain of shilling and pitch to reveal the many methods of seduction used to pull your strings and push your buttons every day.

Drawing heavily on empirical psychological evidence as well as real-world investigations and anecdotes, The Power of Persuasion arms you with the knowledge to fend off such common manipulation tactics as:

• Limited time offers: "Act fast because this fabulous opportunity won’t come around again!"
• The "Four Walls" technique: A series of carefully worded questions makes you realize that you have no good reason for not purchasing the product
• "Bait-and-switch": A salesman quotes a price on a car missing an important feature, then finds a more suitable car at a higher price

ROBERT LEVINE is Professor and former chairperson of the psychology department at California State University, Fresno. He is the author of the award-winning book A Geography of Time, which has been translated into six languages. Dr. Levine has published articles in Psychology Today, Discover, American Demographics, the New York Times, Utne Reader, and American Scientist. He has received awards for his teaching, research, and writing, including being named California State’s "Outstanding Professor." Dr. Levine serves on boards of professional organizations in the United States, Germany, and Taiwan.

Acknowledgments.

Introduction.

ONE: The Illusion of Invulnerability

Or, How Can Everyone Be Less Gullible Than Everyone Else?

TWO: Whom Do We Trust? Experts, Honesty, and Likability

Or, the Supersalesmen Don’t Look Like Salesmen at All.

THREE: Killing You with Kindness

Or, Beware of Strangers Bearing Unexpected Gifts.

FOUR: The Contrast Principle

Or, How Black Gets Turned into White.

FIVE: $2 + $2 = $5

Or, Learning to Avoid Stupid Mental Arithmetic.

SIX: The Hot Button

Or, How Mental Shortcuts Can Lead You into Trouble.

SEVEN: Gradually Escalating the Commitments

Or, Making You Say Yes by Never Saying No.

EIGHT: Winning Hearts and Minds

Or, the Road to Perpetual Persuasion.

NINE: Jonestown

Or, the Dark End of the Dark Side of Persuasion.

TEN: The Art of Resistance

Or, Some Unsolicited Advice for Using and Defending against Persuasion.

Notes.

Index.