Pre-Suasion: A Revolutionary Way to Influence and Persuade

The first solo book in over three decades by psychologist and New York Times bestselling author Cialdini (Influence) is sure to be an important contribution to the fields of social psychology and behavioral economics. According to the author, the most successful persuaders prime their audiences for their message. One of his central points is that “what we present first changes the way people experience what we present to them next.” This book “identifies what savvy communicators do” and explains how general readers can do the same. Based on Cialdini’s research, decisions tend to be made based not on the factor “that counsels most wisely” but “the one that has been elevated in attention.” Topics include the best sales techniques, the problem of false confessions, the role of embedded journalists in the Iraq war, and how Warren Buffet establishes trustworthiness in his annual Berkshire Hathaway newsletter. Dense, detailed, readable, and fascinating, this book may cause the reader to wonder whether unbiased decisions are possible. Voluminous and entertaining endnotes, as well as an initial annotated summary of each chapter, increase accessibility. (Sept.)