The meaning that any event has depends upon the «frame» in which we perceive it. When we change the frame, we change the meaning. Having two wild horses is a good thing until it is seen in the context of the son's broken leg. The broken leg seems...
Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His...
Who should read it?
Anyone interested in the connection between psychology, advertisement and society
Anyone who feels overwhelmed by the sheer amount of choice he or she has
Anyone who feels compelled to buy the newest toys...