The world abounds with persuasion information. Your toughest task is determining which information is both useful and trustworthy. In this appendix, I include sources for the studies described in this book. If you want to read more about it, you can pursue sources I at least find practical and reliable. Many sources are from the original scientific literature, which may be beyond some people’s interest, motivation, or access. If you never read these reports, please realize they do exist and form the basis for a scientific foundation for persuasion. Finally, as you read any persuasion source, go high WATT and take the central route. Or as my great-grandfather Wil Hains taught me: always cut the cards.
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