Academic journal article Journal of Psychology and Christianity

Pre-Suasion: A Revolutionary Way to Influence and Persuade

Academic journal article Journal of Psychology and Christianity

Pre-Suasion: A Revolutionary Way to Influence and Persuade

Article excerpt

PRE-SUASION: A REVOLUTIONARY WAY TO INFLUENCE AND PERSUADE. Robert Cialdini. New York, NY: Simon and Schuster, 2016, Hb, Pp. 413. Reviewed by Rod Bassett (Roberts Wesleyan College/Rochester, NY).

I requested this book for review because I know Bob Cialdini is an excellent writer and I am a social psychologist. I realized the book was aimed for a popular audience but I was still intrigued.

For Cialdini, the concept of "pre-suasion" refers to those special moments where people are most receptive to persuasion. It refers to largely "below the radar" modifications in persuasive attempts that tend to leverage someone into compliance. The first chapter introduces the book and the concept of presuasion. Chapters three through six generally focus on the role of attention in the persuasion process. For example, we tend to attribute causality to things that grab our attention. And the thing that most grabs our attention is ourselves. To a lesser degree attention is commandeered by the unfinished and the mysterious. The next section of the book mainly deals with the power of association. …

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