All chapters conclude with "Summary" and "Study Questions." Preface. Introduction. 1. Weapons of Influence. Click, Whirr. Betting the Shortcut Odd. The Profiteers. Jujitsu. Reader's Report. 2. Reciprocation: The Old Give and Take ... and Take. How the Rule Works. Reciprocal Concessions. Rejection-Then-Retreat. Defense. Reader's Report. 3.Commitment and Consistency: Hobgoblins of the Mind. Whirring Along. Commitment Is the Key. Defense. Reader's Report. 4. Social Proof: Truths Are Us. The Principle of Social Proof. Cause of Death: Uncertain(ty). Monkey Me, Monkey Do. Defense. Reader's Report. 5. Liking: The Friendly Thief. Making Friends to Influence People. Why Do I Like You? Let Me List the Reasons. Conditioning and Association. Defense. Reader's Report. 6. Authority: Directed Deference. The Power of Authority Pressure. The Allures and Dangers of Blind Obedience. Connotation Not Content. Defense. Reader's Report. 7. Instant Influence: Primitive Consent for an Automatic Age. Primitive Automaticity. Modern Automaticity. Shortcuts Shall Be Sacred. 8. Scarcity: The Rule of the Few. Less Is Best and Loss Is Worst. Psychological Reactance. Optimal Conditions. Defense. Reader's Report. References. Credits. Index.
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