Artful Persuasion: How to Command Attention, Change Minds, and Influence People

By Harry Mills | Go to book overview

CHAPTER
6
Reading the
Other Person

How to Use Personality
Type to Persuade

PERSONALITY TYPE AND BEHAVIOR

While we come in all shapes and sizes, we are not as different as most of us like to think. Scholars of Personality Type have found that our behavior is surprisingly predictable and have identified a number of personality types into which we all fit.

The idea of personality type goes back over seventy years to the work of Swiss psychologist Carl Jung. Jung said there were three personality preference scales and eight Personality Types. Two American women, Katharine Briggs and her daughter Isabel Myers, expanded on Jung and developed the Myers Briggs Type Indicator (MBTI). Their research revealed there were four personality preference scales and sixteen distinct personality types.


Personality Type and Persuasion

Over the past decade, millions of people have taken the MBTI. In the process, professional persuaders have discovered the value of Personality Type. Professional persuaders, especially salespeople, have found that Personality Type is one of the best predictors of human behavior. Research on personality type reveals that different

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