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.

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.

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.

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

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.'

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.