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.

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.'

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.

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.

Pre-suasion is the practice of getting people sympathetic to your message before they experience it.

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