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How to Get People to Do Stuff: Master the art and science of persuasion and motivation by Susan Weinschenk

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5. Carrots and Sticks

We’re Going to Start with dog saliva.

Ivan Pavlov was born in 1849 in a village in Russia. His father was a priest, and Ivan also started seminary school, but left to go to university and study natural science. He started researching digestion using animals. He was a prolific and serious scientist. In all the pictures of Pavlov he has a huge bushy beard and a stern expression. In 1904 he won the Nobel Prize in medicine.

While Pavlov was doing his research on digestion he discovered something that surprised him. He was measuring the amount of saliva that dogs produce as part of digestion. He noticed that the dogs would start salivating before they started eating. They would actually salivate as soon as they saw the food. ...

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