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7 Secrets of Persuasion by James C. Crimmins

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3SPEAK THE LANGUAGE OF THE LIZARD: STYLE

Apersuader can also use the style of the lizard’s language—action, emotion, and the preferences of others. Important as these three are in influencing the automatic system, they typically work through availability and association. Action, emotion, and the preferences of others can increase the mental availability of an option and modify its associations.

Action

We have all been told that actions speak louder than words. Certainly that’s the case for the lizard. Observers of a social scene pay close attention to the actions of participants, not their motivations. Research has shown that observers will judge the character of the participants on the basis of their actions alone, largely ignoring the constraints ...

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