Split-Second Persuasion
The Ancient Art and New Science of Changing Minds
by Kevin Dutton
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Split-Second Persuasion
Much has been written about mind, but what about changing minds? In Split-Second Persuasion, Kevin Dutton explores the psychological techniques used by the most persuasive individuals in our society, ranging from politicians to salesmen to street beggars, that get us to see things their way very quickly.
Dutton identifies five core elements of persuasion—simplicity, perceived self-interest, incongruity, confidence, and empathy—and explains in turn how each is effective in altering our options or actions. For example, persuasion can be as simple as a single word; a sign that reads “Please Don’t Smoke” deters smokers more than the standard “No Smoking” sign. Often, we will hold a particular belief if we feel there is something to be gained by it—the origin of innumerable “get rich quick” schemes.
Incongruous behavior can similarly be very effective in getting us to change our minds; Dutton shares a story of a suicide counselor who started to pick a fight with an individual about to jump to his death, an unexpected and disorienting tactic that distracted the would-be jumper long enough for him to be saved. The author goes on to identify psychopaths as the best persuaders among us, because their supreme self-confidence and lack of emotion—a consequence of a malfunctioning amygdala—lends them an air of trust and authority that persuades easily. We are also easily persuaded by those who seem to side with us against perceived adversaries, like a man on a subway who deterred a would-be smoker by lighting up his own cigarette, and after being yelled at, told the first smoker, “Maybe we should put these out for now.”
Illuminating and entertaining, Split-Second Persuasion is a brilliantly written exploration of how our minds are changed.
Hardcover : 304 pages
Publisher: Houghton Mifflin Harcourt Pub. Co. ( February 03, 2011 )
Item #: 13-195137
ISBN: 9780151012794
Product Dimensions: 6.0 x 9.0 inches
Product Weight: 17.0 ounces (View shipping rates and policies)
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