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

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.

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

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

The obligation to receive reduces our ability to choose whom we wish to be indebted to and puts that power in the hands of others.

What new psychology suggests, it's the factor that is top of consciousness at the moment before you make that economic decision that will win the day.

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.