There is a study that shows that people who were asked their political opinions, when there was a picture of the American flag in the corner of the questionnaire, reported more favorable attitudes toward Republican Party positions, because the flag is typically associated in people's minds with a Republican belief set. If people vote at a polling place inside a church, they vote more Republican. If they vote at a polling place inside a school, they vote more Democrat.

A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.

We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves

The factor that frequently determines whether people are going to make a particular choice is not the factor that counsels wisely or the one that leads to the greatest economic benefit. It's the one that's top of the consciousness in the moment.

At the beginning of each lecture I say, 'Here's a set of events unexplainable by common sense, and I promise you'll be able to solve this mystery at the end of class.'

Presuasion is what you say immediately before you deliver your message that leverages your success tremendously.

The joy is not in experiencing a scarce commodity but in possessing it.