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Index
Cover
Title Page
Copyright
Dedication
Table of Contents
Introduction
Three needs
How to use
01. Acknowledging Resistance
02. Fluency
03. Foot-in-the-Door
04. Promised Land
05. Self-Persuasion
06. Altercasting
07. Social Proof
08. Guarantees
09. Attractiveness
10. Humour
11. Scarcity
12. Fleeting Attraction
13. Decoy
14. That's Not All
15. Mere Exposure
16. Anchoring
17. Astroturfing
18. Anthropomorphism
19. Trusthworthiness
20. Disrupt & Reframe
21. Metaphors
22. Implementation Intentions
23. Reciprocity
24. God Terms
25. Sex
26. Authority
27. Loss or Gain
28. Recency & Primacy
29. Fear Appeals
30. Doublespeak
31. Projection
32. Door-in-the-Face
33. Subliminals
Authors
References
Image credits
Recommended Reading
Back Matter
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