Sublime

The noted archaeologist Richard Leakey ascribes the essence of what makes us human to the reciprocity system. He claims that we are human because our ancestors learned to share food and skills “in an honored network of obligation.” Cultural anthropologists such as Lionel Tiger and Robin Fox view this “web of indebtedness” as a unique adaptive mecha

First, compared to the two other approaches, the strategy of starting with an extreme demand and then retreating to the more moderate one produced the most money for the person using it. This result is not surprising in light of the previous evidence we have seen for the power of larger-then-smaller-request tactics to bring about profitable agreeme

Influence: Science and Practice by Robert Cialdini. Cialdini has done more to advance the scholarship of persuasion than anyone in the world. This book is his classic. You need to read it. Seriously. Go get it now. His public workshops, which I’ve attended, are also excellent. More information at: http://www.influenceatwork.com. Made to Stick: Why

o propósito principal da fala é dirigir a atenção dos ouvintes para um setor selecionado da realidade. Uma vez que esse objetivo é alcançado, as associações existentes dos ouvintes ao novo setor agora realçado assumirão o controle para determinar a reação.

In the 1970s, Sanka (a popular mass-market coffee brand) hired Robert Young, an actor, to promote the health benefits of decaffeinated coffee. Young was better known to the public as Dr. Marcus Welby, the lead character of the popular television show Marcus Welby, M.D. Even though Young wasn’t an expert on the medical effects of caffeine, people st

Non ci vuole molta fantasia a questo punto per capire perché mai questa tecnica di persuasione induca così a rispettare gli impegni: la concessione iniziale della controparte dà l’impressione di aver “dettato” l’accordo finale. Quindi la misteriosa capacità dimostrata da questa manovra di assicurare il rispetto degli impegni presi non è poi tanto s

For the first time in evolutionary history, one individual could give any of a variety of resources without actually giving them away. The result was the lowering of the natural inhibitions against transactions that must be begun by one person’s providing personal resources to another. Sophisticated and coordinated systems of aid, gift giving, defe

In mancanza di un legame preesistente, la strategia adottata è molto diretta: chi vuole ottenere l’assenso alle sue richieste farà di tutto per ispirare simpatia.

confirms this book’s contention that the guiding factor in a decision is often not the one that counsels most wisely; it’s one that has recently been brought to mind.