The Power of Persuasion How We're Bought and Sold

CONTENTS
Acknowledgments ix
Introduction
1
ONE
The Illusion of Invulnerability
Or, How Can Everyone Be Less Gullible
Than Everyone Else?
5
T WO
Whom Do We Trust? Experts, Honesty, and Likability
Or, the Supersalesmen Don’t Look Like Salesmen at All
29
THREE
Killing You with Kindness
Or, Beware of Strangers Bearing Unexpected Gifts
65
FOUR
The Contrast Principle
Or, How Black Gets Turned into White
91
FIVE
$2 + $2 = $5
Or, Learning to Avoid Stupid Mental Arithmetic
113
SIX
The Hot Button
Or, How Mental Shortcuts Can Lead You into Trouble
137
SEVEN
Gradually Escalating the Commitments
Or, Making You Say Yes by Never Saying No
159
EIGHT
Winning Hearts and Minds
Or, the Road to Perpetual Persuasion
187
NINE
Jonestown
Or, the Dark End of the Dark Side of Persuasion
209
TEN
The Art of Resistance
Or, Some Unsolicited Advice for Using
and Defending against Persuasion
227
Notes 245
Index 267

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