A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

Our best evidence of what people truly feel and believe comes less from their words than from their deeds.

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.'

Pre-suasion is the practice of getting people sympathetic to your message before they experience it. It's the ability to cause people to have something at the top of their consciousness that makes them receptive to your message that's yet to come.

A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

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.

By concentrating our attention on the effect rather than the causes, we can avoid the laborious, nearly impossible task of trying to detect and deflect the many psychological influences on liking.