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The Complete Idiot's Guide to Persuasion by Steve Booth-Butterfield

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Chapter 10
Consistency and Dissonance
 
 
In This Chapter
• Using consistency in our mental worlds
• Inconsistencies produce dissonance
• Key steps to successful dissonance
• Dissonance motivates strange behaviors
• Dissonace plays demand great skill and planning
This is the Weird Sisters section of the book. (Remember the Weird Sisters from Shakespeare’s play Macbeth?)
ACT I, scene i. A desert place. Thunder and lightning. Enter three Witches.
ALL: Fair is foul, and foul is fair: Hover through the fog and filthy air.
Fair is foul with this strangest theory of persuasion: dissonance. Dissonance explains how good people can do bad things and still feel good about themselves. In reading this chapter, you need to open your mind to weirdness. Up to now, ...

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