Split-Second Persuasion by Kevin Dutton
The Ancient Art and New Science of Changing Minds

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How many times a day do you think someone tries to persuade you? Twenty? Thirty? Actually it’s more like 400. When you imagine a society based on coercion you start to see how important persuasion is; it literally keeps us alive. Now psychologist Kevin Dutton has identified a powerful strain of immediate, instinctual persuasion, an elixir of influence that can immediately help you disarm skeptics, win arguments, close the deal, get the guy. Mapping the cutting-edge psychology and neuroscience of this incisive new influence, he introduces us to the natural super-persuaders in our midst—Buddhist monks, magicians, advertisers, con men, hostage negotiators, even psychopaths. He shows us which simple triggers can make someone trust you immediately; what hidden pathways in the brain lead us to believe something even when we know it’s not true; how group dynamics can make us more tolerant or deepen our extremism; and what we can learn from newborns about winning arguments. Dutton’s fascinating and provocative book will help anyone tap into the power of split-second persuasion.


About Kevin Dutton

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Dr. Kevin Dutton is a research psychologist at the Calleva Research Centre for Evolution and Human Science, Magdalen College, University of Oxford. He is a fellow of the Royal Society of Medicine and the Society for the Scientific Study of Psychopathy. Dutton is the author of Split-Second Persuasion. His writing and research have been featured in Scientific American Mind, New Scientist, The Guardian, Psychology Today, and USA Today. He lives in Oxford, England.
Published February 3, 2011 by Houghton Mifflin Harcourt. 304 pages
Genres: Health, Fitness & Dieting, Political & Social Sciences, Self Help, Parenting & Relationships, Science & Math, Professional & Technical. Non-fiction

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In extreme cases, members of a cult can be induced to swallow the Kool-Aid, but social stereotyping can also operate more subtly, to lower the self-esteem of members of a minority population and affect their performance.

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