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Index
Preface
Introduction
CHAPTER 1 Weapons of Influence
Click, Whirr
Betting the Shortcut Odds
The Profiteers
Jujitsu
Summary
Study Questions
CHAPTER 2 Reciprocation: The Old Give and Take . . . and Take
How the Rule Works
The Rule Is Overpowering
Politics
The Not-So-Free Sample
The Rule Enforces Uninvited Debts
The Rule Can Trigger Unequal Exchanges
Reciprocal Concessions
Rejection-Then-Retreat
Reciprocal Concessions, Perceptual Contrast, and the Watergate Mystery
Damned If You Do, Damned If You Don’t
Here’s My Blood, and Do Call Again
The Sweet, Secret Side Effects
Responsibility
Satisfaction
Defense
Rejecting the Rule
Smoking Out the Enemy
Summary
Study Questions
CHAPTER 3 Commitment and Consistency: Hobgoblins of the Mind
Whirring Along
The Quick Fix
The Foolish Fortress
Seek and Hide
Commitment Is the Key
Hearts and Minds
The Magic Act
The Public Eye
The Effort Extra
The Inner Choice
Growing Legs to Stand On
Standing Up for the Public Good
Defense
Stomach Signs
Heart-of-Hearts Signs
Special Vulnerabilities
Summary
Study Questions
CHAPTER 4 Social Proof: Truths Are Us
The Principle of Social Proof
People Power
After the Deluge
Cause of Death: Uncertain(ty)
A Scientific Approach
Devictimizing Yourself
Monkey Me, Monkey Do
Monkey Die
Monkey Island
Defense
Sabotage
Looking Up
Summary
Study Questions
CHAPTER 5 Liking: The Friendly Thief
Making Friends to Influence People
Why Do I Like You? Let Me List the Reasons
Physical Attractiveness
Similarity
Compliments
Contact and Cooperation
Off to Camp
Back to School
Conditioning and Association
Does the Name Pavlov Ring a Bell?
From the News and Weather to the Sports
Defense
Summary
Study Questions
CHAPTER 6 Authority: Directed Deference
The Power of Authority Pressure
The Allures and Dangers of Blind Obedience
Connotation Not Content
Titles
Clothes
Trappings
Defense
Authoritative Authority
Sly Sincerity
Summary
Study Questions
CHAPTER 7 Scarcity: The Rule of the Few
Less Is Best and Loss Is Worst
Limited Numbers
Time Limits
Psychological Reactance
Adult Reactance: Love, Guns, and Suds
Censorship
Optimal Conditions
New Scarcity: Costlier Cookies and Civil Conflict
Competition for Scarce Resources: Foolish Fury
Defense
Summary
Study Questions
CHAPTER 8 Instant Influence: Primitive Consent for an Automatic Age
Primitive Automaticity
Modern Automaticity
Shortcuts Shall Be Sacred
Summary
Study Questions
References
Index
Credits
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