September 2016
Beginner
224 pages
4h 34m
English
Content preview from 7 Secrets of PersuasionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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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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