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Steve Booth-Butterfield: The Complete Idiot’s Guide to Persuasion Persuasion is the art of changing the way people think, feel, and act through the use of language. The Complete Idiot-s Guide- to Persuasion provides strategies for the readers to master the art of persuasion in a positive manner. By using time-honored tools of communication, body language, and psychology, readers can use persuasion to do good things like convince kids to eat their veggies, women to get annual mammograms, and couples to communicate without arguing. * A practical book based on sound academics to help communications and psychology majors as well as businesspeople, salespeople, performers, teachers, and parents*Tips and tactics for writers and public speakerPublisher: alpha books266 pagesTable of ContentsPart 1 The Setup1 Persuasion Basics Using Words to Change People Categories of Thoughts, Feelings, and Behaviors The Art of the Nudge What If Words Can Change People? People Internalize Change You Don’t Have to Punish or Reward They Do It for You Power and Persuasion 2 The Communication of Persuasion Messages and Meanings in Process A Model for Communication The Communication Cascade of Persuasion Tipping Points and Dominos Reception: Did They Get It? Processing: Did You Think About Response: Did It Change Them Internally? Become More TACTful If You Don’t Flow All the Way, You Fail 3 The 10 Rules of Effective Persuasion Wise Guidelines for Action Rule No. 1 There Are No “Laws” of Persuasion, Only Rules Rule No. 2 It’s About the Other Guy Rule No. 3 People Tend to Resist Change Rule No. 4 All Persuasion Is Local Rule No. 5 If You Can’t Succeed, Don’t Try Rule No. 6 Effective Persuasion Takes Planning Rule No. 7 All Bad Persuasion Is Sincere Rule No. 8 Remember the Persuasion Kiss: Keep It Simple, Sweetie Rule No. 9 Walk Softly and Carry a Big Stick Rule No. 10 Power Corrupts Persuasion Part 2 Persuasion Plays for Beginners4 Conditioning and Modeling Common Sense Persuasion Theories Classical Conditioning Pavlov Goes to the Dogs Ordinary Life Examples Reinforcement The Three Consequences Rewards and Punishers The Process of Reinforcement Practical Applications What’s Wrong with Reinforcement? Skillful Reinforcement Modeling Monkey See, Monkey DoHow Modeling Works Modeling Case Studies How Modeling Is Used 5 Obedience and Authority Jim Jones and the Jonestown Massacre Obedience, Hierarchy, and Power The Milgram Study Pain and Learning The Apparatus The script Results: They Did What? The Big Secret: A Confederate Obedience and Thoughtfulness The Path of Least Resistance A Matter of Survival Practical Implications Four Points of Obedience Making Choices 6 Thoughtful Persuasion Are They Thinking? The Persuasion Light Bulb The Four Principles of Thoughtful Persuasion Two Paths of Persuasion Different People in Different Situations Arguments and Cues Different Outcomes What Kind of Thinker Are You? What Thoughtful Persuasion Requires Control the Light Bulb Finding Strong Arguments Remember: It’s About the Other Guy Think Like They Think 7 UnThoughtful Persuasion: Cues The Persuasion Light Bulb: Low-Watt Version Clarccs Cues Comparison: When Others Are Doing It, You Should, Too Liking: When You Like the Source, You’ll Do What Is Requested Authority: When the Source Is an Authority, You Can Believe It Reciprocity: When Someone Gives You Something, You Should Give Something BackCommitment/Consistency: When You Take a Stand, You Should Be Consistent Scarcity: When It’s Rare, It’s Good Control That Light Bulb Comparing High Watt and Low Watt 8 The Two Step Ah-One, Ah-Two … Doing the Two Step Take a Dance Lesson and Learn a New Move Two-Stepping Research Call Me a Taxi! Mammogram, Ma’am? The Effectiveness of the Two Step Beating the Average Two Step Improving DITF Improving FITD Why Does the Two Step Work? Why “No!” Leads to More “Yes!” Why “Yes!” Leads to More “Yes!” The Two Step in Action Part 3 Advanced Persuasion Plays9 “Why? Because!”: The Explanation Game I Explain, Therefore I Am Attributions at Work Explanation Drives Change Attribution in Action Litterbug Kids Math Makes Me Feel Pretty! How I Learned to Stop Worrying and Love My Mammogram Music Man, Love, and Money The Dark Side of Attribution Playing the Game with Skill 10 Consistency and Dissonance Consistency Is Persuasion Gravity Process of Dissonance Theory Step 1 People Expect Consistency Step 2 Inconsistencies Create a State of Dissonance Step 3 Dissonance Drives Us to Restore Consistency Dissonance in Action Less Is More, or Insufficient Justification Loyalty and Its Discontents or Disconfirmation The Path Not Taken or Decision Making Guilt: Good or Hypocrisy? Using Dissonance Sometimes It’s Easier to Wait Than to Manipulate Dissonance and the Persuasion Rules Dissonance and Our Human Nature 11 Inoculation Theory False Strength: American Traitors When Strengthening Is More Important Than Changing Insight from the Doctor’s Office Inoculation Persuasion Theory Warn of the Attack Make a Convincing but Weak Attack Encourage Active Defense See the High-Watt Light Inoculation in Action It Works with Smokers Political Inoculation Fine Points Good Times, Bad Times 12 What You Don’t See Is What You GetThe Queen of Tomorrow Controls the World! Is Subliminal Persuasion Real? A Message That Does Exist But Is Below the Conscious Awareness of the Receiver And Influences the Receiver What Do Popcorn, Shoplifting, Self-Esteem, and Weight Loss Have in Common? Scientific Analysis of These Studies Break Them on the Rock of Science Whisky and Sex in the Lab The Bodice Ripper and the Pope Mommy and I Are One I Don’t Recognize It, but I Sure Like It You Mean It’s Real? Put on Your Tin-Foil Hat and Goggles Another Look at the Queen of Tomorrow Part 4 Payoffs13 Prove It! Testing Your Persuasion Skills How Do You Know It Really Happened? Two Big Scientific Questions The Four Essentials of Truth Roll the Dice Make Fair Comparisons Be a Control Freak Count On It Smart Planning 14 Persuasion scripts Persuasion scripts Outlined The Standard script Contrasting Good and Bad scripts at Restaurants Bad scripts: Rather Be Right or Presidential? Howard Dean, 2004 Paul Wellstone, 2004 Do Persuasion scripts, Not Persuasion-Like scripts Teamwork and Persuasion scripts Practical Benefits of scripts (and Planning) 15 Graduation Day Cue the Band! The Persuasion Toolbox Start with WATTage On the Central Route Ambling Down the Peripheral Route Practical Persuasion Active or Reactive? A Tool for Self-Defense The Importance of Planning Human Nature and Persuasion Your Future with Persuasion AppendixesA Further Reading B GlossaryIndex