1GETTING TO KNOW THE LIZARD
Whether persuading your boss, your kids, or your spouse, or persuading millions to eat healthier foods, to vote for your candidate, or to choose a Galaxy phone, persuasion often fails. A better understanding of the mind improves the chance of success.
Recent discoveries in psychology, behavioral economics, and neuroscience dramatically expand what we know about how we choose and should change how we attempt to persuade. We’ve learned that consciousness is not central to most of our decisions. It feels central, but scientific evidence shows that consciousness usually takes a back seat. This turns the conventional wisdom of persuasion on its head and may explain why persuasion attempts, whether of one person or of many, ...
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