When presented properly, mysteries are so compelling that the reader can’t remain an aloof outside observer of story structure and elements. In the throes of this particular literary device, one is not thinking of literary devices; one’s attention is magnetized to the mystery story because of its inherent, unresolved nature.

Attention should be channeled to one or another of the universal principles of influence treated in my earlier book, Influence: reciprocity, liking, authority, social proof, scarcity, and consistency.

Certain kinds of information do, in fact, combine initial pulling power with staying power. Information about oneself, for example, packs that potent one-two punch. If you doubt it, try a small experiment with some friends. Take a group shot with a digital camera and then pass the camera and resultant photo from hand to hand. Watch how each

Knowing what to do next wasn’t difficult. Toil on the book was routed home, while I consigned colleague-targeted work to my university office.

For issues of persuasion, this assertion seems to me groundbreaking. No longer should we think of language as primarily a mechanism of conveyance; as a means for delivering a communicator’s conception of reality. Instead, we should think of language as primarily a mechanism of influence; as a means for inducing recipients to share that conception

The relationships that lead people to favor another most effectively are not those that allow them to say, “Oh, that person is like us.” They are the ones that allow people to say, “Oh, that person is of us.” For instance, I might have many more tastes and preferences in common with a colleague at work than with a sibling, but there is no question

unfinished tasks are the more memorable, hoarding attention so they can be performed and dispatched successfully. Once completed, attentional resources are diverted from the undertaking to other pursuits; but while the initial activity is under way, a heightened level of cognitive focus must be reserved for it.

From a list of brands, audience members indicated which ones they would be likely to choose when shopping. Guess what? It turned out that the survey respondents were least likely to select the products that had been inserted most prominently. It seems that the conspicuousness of the placements cued viewers to the advertisers’ sly attempts to sway

Put people in a wary state of mind via that opener, and, driven by a desire for safety, a popularity-based appeal will soar, whereas a distinctiveness-based appeal will sink. But use it to put people in an amorous state of mind, and, driven by a consequent desire to stand out, the reverse will occur.