Hoboken, NJ, Estados Unidos : John Wiley & Sons, c2003.

1 recurso electrónico (278 p.)

Introduction. -- 1. The Illusion of Invulnerability Or, How Can Everyone Be Less Gullible Than Everyone Else?. -- 2. Whom Do We Trust? Experts, Honesty, and Likability Or, the Supersalesmen Don’t Look Like Salesmen at All. -- 3. Killing You with Kindness Or, Beware of Strangers Bearing Unexpected Gifts. -- 4. The Contrast Principle Or, How Black Gets Turned into White. -- 5. $2 + $2 = $5 Or, Learning to Avoid Stupid Mental Arithmetic. -- 6. The Hot Button Or, How Mental Shortcuts Can Lead You into Trouble. -- 7. Gradually Escalating the Commitments Or, Making You Say Yes by Never Saying No. -- 8. Winning Hearts and Minds Or, the Road to Perpetual Persuasion. -- 9. Jonestown Or, the Dark End of the Dark Side of Persuasion. -- 10. The Art of Resistance Or, Some Unsolicited Advice for Using and Defending against Persuasion. -- Notes. -- Index. --

"'An engaging, highly readable survey of the sophisticated methods of persuasion we encounter in various situations. From television to telemarketing and from self-deception to suicide cults, Levine takes a hard look at all the ways we attempt to persuade each other--and how and why they work (or don't).... The next time you wonder what possessed you to pay $50 for a medallion commemorating the series finale of Friends, you'll know where to turn.' --Slashdot.org. -- 'If you're like most people, you think advertising and marketing work--just not on you. Robert Levine's The Power of Persuasion demonstrates how even the best-educated cynics among us can be victimized by sales pitches.'--The Globe and Mail. -- 'Levine puts [his] analysis in the service of his real mission--to arm the reader against manipulation.'--The Wall Street Journal. -- 'This wonderful book will change the way you think and act in many realms of your life.'--Philip Zimbardo former president, American Psychological Association. --"

9780471266341 (Print version)

9780471463276 (e-book)

Descripción basada en la versión de este registro: EBSCO 81986.

Acceso de usuario limitado (1 copia disponible)

Incluye referencias bibliográficas e índice.

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