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

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.

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

There's a difference between a mystery and a question. Questions demand answers, but a mystery demands something more valuable-explanation.

There is a group of people who know very well where the weapons of automatic influence lie and employ them regularly and expertly to get what they want. They go from social encounter to social encounter requesting others to comply with their wishes; their frequency of success is dazzling.

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.

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.