"An engaging, highly readable survey of the sophisticated methods of persuasion we encounter in various situations. From television to telemarketing and from self-deception to suicide cults, Levine takes a hard look at all the ways we attempt to persuade each other--and how and why they work (or don't). . . . The next time you wonder what possessed you to pay $50 for a medallion commemorating the series finale of Friends, you'll know where to turn."
--Slashdot.org

"If you're like most people, you think advertising and marketing work--just not on you. Robert Levine's The Power of Persuasion demonstrates how even the best-educated cynics among us can be victimized by sales pitches."
--The Globe and Mail

"Levine puts [his] analysis in the service of his real mission--to arm the reader against manipulation."
--The Wall Street Journal

"This wonderful book will change the way you think and act in many realms of your life."
--Philip Zimbardo former president, American Psychological Association

ROBERT LEVINE is Professor and former Chairperson of the Psychology Department at California State University, Fresno. He has published articles inPsychology Today, Discover, American Demographics, NY Times, Utne Reader andAmerican Scientist. He has received awards for his teaching, research and writing, including being named the university's "Outstanding Professor." Dr. Levine has been a Visiting Professor at Universidade Federal Fluminense in Niteroi, Brazil, at Sapporo Medical University in Japan, and at Stockholm University in Sweden. He serves on boards of professional organizations in the U.S. Germany and Taiwan.

Acknowledgments ix

Introduction 1

One The Illusion of Invulnerability

Or, How Can Everyone Be Less Gullible Than Everyone Else? 5

Two Whom Do We Trust? Experts, Honesty, and Likability

Or, the Supersalesmen Dont Look Like Salesmen at All 29

Three Killing You with Kindness

Or, Beware of Strangers Bearing Unexpected Gifts 65

Four The Contrast Principle

Or, How Black Gets Turned into White 91

Five $2 + $2 = $ 5

Or, Learning to Avoid Stupid Mental Arithmetic 113

Six The Hot Button

Or, How Mental Shortcuts Can Lead You into Trouble 137

Seven Gradually Escalating the Commitments

Or, Making You Say Yes by Never Saying No 159

Eight Winning Hearts and Minds

Or, the Road to Perpetual Persuasion 187

Nine Jonestown

Or, the Dark End of the Dark Side of Persuasion 209

Ten The Art of Resistance

Or, Some Unsolicited Advice for Using and Defending against Persuasion 227

Notes 245

Index 267