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Psychology of Persuasion, The: How To Persuade Others To Your Way Of Thinking Hardcover – 31 May 1996
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This is an insightful and intelligent guide to the powerful tools, strategies, and techniques of persuasion.Persuasion is one of the most powerful social tools a person can have, but how can you direct others to your way of thinking in an ethically acceptable manner? Understanding precisely what they are thinking is the first step.Using proven techniques from a variety of disciplines - including hypnosis, nuerolinguistic programming, and even sales training - "The Psychology of Persuasion" teaches you everything you need to know about this powerful tool.Armed with this knowledge, you can begin your journey to truly understand why we do things - and how to persuade others to your way of thinking.
From the Inside Flap
25 years of experience in selling and persuasive communication research. Hogan holds a doctorate in psychology and resides in Burnsville, Minnesota, with his wife and two children.
Hogan is the author of Talk Your Way to the Top: Communication Secrets to Change Your Life; coauthor, with Mary Lee LaBay, of Through the Open Door: Secrets of Self-Hypnosis; coauthor, with William Horton, of Selling Yourself to Others: The New Psychology of Sales; and coauthor, with Ron Stubbs, of Can't Get Through: Eight Barriers to Communication, all available from Pelican.
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Unlike other books this one stood out because not only did it cover the major aspects of persuasive techniques it also provided a framework of how they can be applied through the 'Paradigm of Persuasion'. This does help you to understand how persuasion techniques can be applied to an even greater level of effectiveness.
The book manages to cover all the major topics in the field and is a bit more of a how-to book than others that are available. What I also liked about this book was that it provided a few good example scenarios of the "Master Persuader" and how one would apply said techniques. Overall the book is well written and concise and most importantly it delivers.
A downside to the book is that it does seem to be oriented towards consultative salespeople and I am concerned that this might deter people from what is otherwise a very good book. And what you learn from it can be applied to nearly all social interactions from motivating family or dealing with co-workers. Assuming you take the time to practice it.
While the book does provide great tips, it is however much harder to apply "on-the-fly" without a lot of experience and practice. If however you are a salesperson these techniques would be really valuable in developing a sales pitch or sales script. For everyone else I'm afraid its going to be a little more involved to practice in real life situations.
However, the best thing about this book is that it highlights the techniques so well that you develop an awareness of when these techniques are being used on you. This was the case with me, only a few days after finishing this book I was approached by agressive charity workers that bombarded me with a few techniques including the law of reciprocity, the law of social proof, and the law of consistency. It was a first hand experience of how powerful these techniques were and how difficult it was to say no. However the awareness that this book brings you allows you to develop a conscious choice rather than a psychological and mechanical YES. So this is where the book shines and provides a great deal of value for the reader.
If you're a salesperson (I'm not) or a person thats just looking to be a little more persuasive, or even just a person whose tired of being manipulated by persuasive people, this is a great book and a welcome addition to anyones collection.
So am I writing to tell you all how, using the tactics in this book, I single-handedly convinced the Government to put £1 million of tax-payers money towards Neopolitan ice cream? No. In fact, I've barely used the tactics at all (I may have used some without knowing, but that's not particularly helpful). I don't work in a field requiring selling/persuasion and generally aren't in a position where I need to persuade peers to my way of thinking... So why the glimmering review? What results could I possibly have seen? (After all, results are what matters with books like these - it's all well having a nice theory, but it needs to work!)
Simple - I have saved myself a ton of time, money and hassle by spotting the times when these very same tactics are being used against me.
Y'see - Even if you don't intend to use the tactics for your own purposes, it pays off to arm yourself with this knowledge. Knowing how the media, con artists and companies will attempt to sway you, will allow you to become resistent to their tricks and spot them before you end up signing your life away... something well worth the price of the book.
To read this is a bit like equipping yourself with a 'persuasion radar'... you suddenly start becoming aware of tricks being used against you. Even if you cannot identify them immediately, you still get a funny feeling telling that something's wrong. I've had it several times, where I've rejected a seemingly logical and fair deal because something didn't sit right. On referring to the book later on, I generally found it was one of the tactics - almost word for word.
So whilst I can't accurately comment on the effectiveness of the materials - What I will say is that this pretty much covers every trick in the proverbial book, and gives you several real-life examples of how each is used. It also brings in elements of sociology, psychology and non-verbal communication - which is always handy
To be honest though, I can't see why this wouldn't be a brilliant study-aid to those who want to use the materials inside. The structure is very well laid out (Splitting up the persuasion process into its vital elements) and you're given several examples and exercises to help practice and ingrain the ideas for your own purposes. Whilst I haven't had a chance to put these to rigorous testing - the fact that I've seen all the tactics he's outlined at least hints he knows what he's talking about!
Mike Clayton, author of Brilliant Influence: What the Most Influential People Know, Do and Say.
putting it into practice however, is another thing altogether. but still a good read.