EAN: 9780349140636

THE INFLUENTIAL MIND - TALI SHAROT KARTONIERT (TB)

'Lucid and engaging . . . Sharot's treatment is particularly valuable for its balance between
accessibility to the reader and solid grounding in scientific research . . . An indispensable
contribution from the coalface of cognitive scientific research' Science 'This book is not only
a primer on persuasion  it is far more valuable than that. It explains why so many of our
well-meaning attempts to change people's minds can backfire so badly' RORY SUTHERLAND  VICE
CHAIRMAN  OGLIVY & MATHER Part of our daily job as humans is to influence others  we teach our
children  guide our patients  advise our clients  help our friends and inform our online
followers. But how good are we at this role? The Influential Mind shows how we systematically
fall back on sub-optimal habits when trying to change others' beliefs and behaviours. Many of
these instincts are ineffective  because they are incompatible with how the mind operates. 'A
witty survey of techniques to influence and guide human behavior' New York Times Book Review
'Advertising  politics  education - any juxtaposition of human and message involves influence.
But why might a patently ill-informed demagogue sway more people than a scientist? In this
perceptive study  cognitive neuroscientist Tali Sharot isolates seven factors central to
influence' Nature

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