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

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 truly gifted negotiator, then, is one whose initial position is exaggerated enough to allow for a series of concessions that will yield a desirable final offer from the opponent, yet is not so outlandish as to be seen as illegitimate from the start.

If we are paying attention to something, it's important. That's how we decide to pay attention. But a communicator can reroute our attention to something that isn't important, but make it seem important as a consequence.

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.