CHAPTER 4
Understand
the psychology
of influence
P
owerful influence over other people arises from the way
their brain works. To master influence, you need a good
working knowledge of some critical aspects of our psy-
chology. This chapter addresses seven new topics that are not
explored earlier in this book. Each will add to your resources in
getting what you want.
Cognitive dissonance – the “Jiminy Cricket” effect
In Walt
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