Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved
February 9, 2012
The Science of
Influence
How to Get Anyone to Say Yes in 8
Minutes or Less!
Kevin Hogan
2011 by Kevin Hogan
Adapted by permission of John Wiley & Sons, Inc.
ISBN: 978-0-470-63418-9
Introduction
In The Science of Infuence, author Kevin Hogan
provides detailed instruction on the topic of per-
suasion. He takes the latest fndings in behavioral
research, tests them under real-world conditions, and
describes what works best in both business and per-
sonal relationships. The book is about geting people
to change a behavior, an atitude, a product, a service,
or a relationship. According to Hogan, the process of
causing change, geting people to question the status
quo, and implementing change in another persons
brain requires skill and insight.
Influencing Others to Change
Short-term decisions of yes or no are much easier to
achieve than long-term change. Permanent change is
difcult because the human brain is wired by previ-
ous behavior to do exactly what it has done in the
past. However, new wiring can come about through
repetition of new behaviors and thoughts. That which
is familiar is the path of least resistance. The person
who wants to change a behavior probably will not
succeed, regardless of the motivational device, unless
the changed behavior is consciously and intentionally
repeated time afer time and day afer day for months,
at which point it can compete to be the pathway more
likely to be followed.
Each person has a conscious and a nonconscious
mind. Even through hypnosis, it is impossible to
have two-way communication with the nonconscious
mind, but it is possible to communicate with the con-
scious mind. The conscious and nonconscious minds
appear to have signifcantly diferent personality
characteristics, atitudes, and motivations. The con-
scious mind is able to compute, calculate, compare,
contrast, and perform many cognitive functions. The
nonconscious mind makes rapid-fre choices under
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 2
stress, which are more ofen right than wrong. It does
not think per se; it simply directs the body to act. Its
force is usually strong and difcult to change in the
short term. Generally, the nonconscious mind acts in
a way that would be consistent with past behaviors in
similar situations.
While the nonconscious mind deals with the present,
the conscious mind deals with the future. The non-
conscious mind is rigid while the conscious mind is
fexible. The nonconscious mind is sensitive to nega-
tive information while the conscious mind is sensitive
to positive information. Since the brain develops these
two substantially distinct minds, it is important to real-
ize that both minds have typical behaviors, and those
behaviors are ofen at odds with each other. Internal
confict in most people is very real and very normal.
A person may have a conscious goal, such as losing
weight or changing jobs. However, the nonconscious
mind learned early on to fear the unknown, making
the very idea of these changes feel bad. The conscious,
rational self knows that change should take place, but
commiting to a plan to overcome the status quo is
daunting and seemingly counterintuitive.
People typically seek to make sense of themselves and
the world around them. When they surprise them-
selves by what they say and do, they must construct
a narrative that makes sense of those behaviors. For
example, all individuals carry painfully distorted
memories that have been stored, re-stored, inter-
preted, and reinterpreted. These memories ultimately
become false memories, which are so common that
almost every conversation of any length includes
references to at least one memory that never hap-
pened. By recognizing these two defective elements
of the human experience, suspect memory and the
dual nature of personalities, one can understand the
arguments that take place in relationships and com-
munication between people who have lived through
the same events and remembered and interpreted
them diferently.
The best option for creating necessary changes is to
project into the future and speculate on what events
and experiences might take place. It is possible to gain
foresight by specifcally seeing oneself in future situa-
tions and determining what course of action will lead
to the desired outcome. The road to changing the self
Key Concepts
Kevin Hogans The Science of Infuence pres-
ents the best new ideas and strategies for
gaining infuence in the marketplace, including
these tips:
Each person has a conscious and a non-
conscious mind which appear to have
signifcantly diferent personality char-
acteristics, atitudes, and motivations. To
infuence a person, one must understand
both.
Afer the frst impression has been made,
strategies for persuasion, infuence, and
selling are absolutely vital.
Credibility is the common denominator of
success and infuence. A person must be the
expert, and must also be perceived as the
expert.
The way in which a question is framed can
have a dramatic efect on peoples thinking.
Persuading most of the people in a large
group is far easier than persuading one
individual in a one-on-one seting.
Because women are involved in over 80 per-
cent of all buying decisions in most homes,
infuencing women is now the core factor in
marketing and sales success for almost all
products and services.
g g g g
Information about the author and subject:
www.kevinhogan.com
Information about this book and other business titles:
www.wiley.com
Related summaries in the BBS Library:
The Secret Language of Business
How to Read Anyone in 3 Seconds or Less
Kevin Hogan
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 3
is about creating behavioral change frst, which will
usually lead to atitudinal change.
Changing the environment is uniquely power-
ful in changing behavior; there is no greater single
infuence. An interesting element in changing the
environment is that it tends to change the individuals
behavior frst, rather than atitude. When a person is
moved from one environment to
another, especially when one is
unfamiliar with the new environ-
ment, the brain has to change by
entering into a state of fux and
becoming more suggestible. The further people are
removed from their norm, the easier it becomes to
gain their compliance.
The First Four Seconds
First impressions have great importance; when a
person frst sees someone new, a lot happens in the
nonconscious mind. The brain instantly tries to
categorize the person into a certain type, making judg-
ments and evaluations within the frst four seconds.
One way the brain categorizes is to make a judgment
about whether the person is of high or low status
within the group. Humans are wired to be atracted
to the more powerful and higher-status individuals.
The brain also notes the persons chosen emblems and
adornments, such as clothing, jewelry, or glasses, and
their level of physical atractiveness. All of this infor-
Short-term decisions of yes or no are much easier than ahiev-
ing long-term change. Permanent change is difficult. Period.
About the Author
Kevin Hogan is the author of 19 books, includ-
ing the international best sellers The Psychology
of Persuasion: How to Persuade Other to Your Way
of Thinking, Covert Persuasion, and Irresistible
Atraction: Secrets of Personal Magnetism. He
has acted as a body-language expert for Cos-
mopolitan, Selling Power, Womens World, First
for Women, In Touch, Star, Mademoiselle, Play-
boy, Success!, the New York Post, the Los Angeles
Times, and many other publications. Kevin is
a dynamic and informative speaker who gives
audiences all around the globe skills and infor-
mation they never thought they would have.
mation is observed, fltered, and categorized almost
instantly by various parts of the brain leading to an
intensely powerful yes-or-no reaction. While there is
nothing fair, politically correct, or reasonable about
this process, it is almost always permanent and rarely
given a conscious thought. Additionally, overcoming
these initial and instant impressions take an enor-
mous conscious efort.
A persons perceived level of atractiveness will be a
signifcant beneft or detriment to their career, their
relationships, and throughout all aspects of their life.
The physical atractiveness factor is important in rela-
tionships, culture, and the survival of the species. The
author states that most researchers agree that nonver-
bal communication and physical appearance make up
between 50 and 80 percent of the impact of a commu-
nication, and cites many examples of this in human
society. These examples include:
Professors who are considered physically atrac-
tive by students are perceived to be beter teach-
ers.
Atractive females receive signifcantly higher
grades than male students or relatively unatract-
ive females.
Atractive females are far more convincing than
females perceived as unatractive.
Most of the wealth acquired by women in the
world today is acquired by the most atractive
women.
Taller men make more money than their shorter
counterparts.
In business setings, the author advises employing
signifcant preparatory eforts to improve the likeli-
hood of drawing a positive response:
Dress about 10 percent beter than the client is
expected to dress.
Emulate, or at least be aware of, the clients values
and beliefs.
Mirror the clients speaking and listening pace.
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 4
Show an honest and caring interest in the client.
The Delta Model of Influence
Afer the frst impression has been made, strategies
for persuasion, infuence, and selling come into play.
To succeed, it is frst necessary to establish and main-
tain rapport with the client or audience. There are
seven keys to achieving this:
1. Synchronize with the customer using modeling,
mirroring, pacing, and matching.
2. Show true, genuine, and sincere interest in clients
and customers.
3. Confrm that rapport has been established.
4. Find out what is most important to the client or
customer.
5. Ask questions to discover the rules that defne the
customers values.
6. Ask questions to identify needs.
7. Ask questions to discover the rules that defne the
customers needs.
Rapport is established in both verbal and non-verbal
ways, and is the frst step in the 21 Point Delta Model
of Infuence as a way to structure efective presenta-
tions. The author uses the term delta to mean small,
incremental, and subtle. The 21 steps are:
1. Establishing and maintaining rapport. Be in
synch with the other person.
2. Using content to build rapport. Discover what
peoples interests are and encourage them to talk
about those interests.
3. Using processes to build rapport. Develop skills
to make people comfortable.
4. Pacing. Match the customers pacing and breath-
ing.
5. Using the voice. Speak in the same rate and pitch
of voice as the customer.
6. Pace breathing. Matching the same breathing
pace results in two people regarding each other
more favorably.
7. Physiology and posture. Match the posture and
general body position of the client.
8. Leading. Test for rapport by trying to get the cli-
ent to mirror behaviors.
9. Leading with the voice. Try to get the client to
respond to a change in voice tone, rate, or pitch.
10. Leading with physiology, posture, and move-
ment. When rapport has been established, the
client will ofen mirror the simplest movements.
11. Inducing reciprocity. Give a gif or favor that
will be appreciated.
12. Sharing. Ofer to help the client.
13. The common enemy. Align with the customers
viewpoint and be an ally.
14. Tell a short story about someone like them.
15. Sincerely show respect for
the person by giving a compli-
ment.
16. Knock their socks of. Make
an astonishing claim, share an
amazing fact, or tell them something few would
know.
17. Always give more than was promised.
18. Use the power of understatement.
19. Be precise.
20. Get it done faster, easier, and beter. Deliver on
promises and exceed what the competition can
do.
21. Be on the edge of your seat. Show intense excite-
ment about the customer.
The author also reveals a series of secrets for opti-
mizing persuasive messages, including:
Primacy and listing order: There is a huge advan-
tage to being listed frst.
Knowing when enough is enough: Avoid giving
too litle or too much information.
Rapport can be defined as being in sync with another person.
Generally people are more likely to be in rapport with someone
else if they like that person.
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 5
Repetition: Restating key thoughts, ideas, and
concepts can be efective.
Self-referencing: Encourage clients to see them-
selves using the product or service.
Authority: A person who is considered a credible
source is more likely to make the sale.
Credibility: The Pivot Point
of Persuasion
Credibility is the common denominator of success
and infuence. The perception of a persons credibil-
ity is critical to their being recognized as a person of
infuence. Credibility is an emergence of six factors of
which the frst is most crucial to success in persua-
sion. These factors are:
1. Competence
2. Trustworthiness
3. Expertise
4. Likability
5. Composure
6. Sociability
Building a true competence level and building a
perception of competence are two separate projects:
a person must actually be the expert in addition to
being perceived as the expert. There are several strate-
gies which can increase the perception of competence,
such as stressing ones education,
position, and experience, being
a fuid communicator, citing
evidence, and inoculating the
audience to the opposite point of
view.
The New Principles of Influence
Over the years, several new principles of infuence
have been tested with signifcant results. The frst
states that the way in which a question is framed can
have a dramatic efect on peoples thinking. Another
is that the majority of people will do far more to avoid
losing something they already have than they will to
get something they do not have. This proves that the
fear of loss is a much greater motivator than the pos-
sibility of gain. A third principle involves freedom of
choice. Research indicates that when faced with too
many choices, most people can become too paralyzed
to do anything at all. People who feel overwhelmed
simply drop everything, and many fnd it much easier
to choose when given only a few options.
Other principles of infuence include these:
People want what others already have.
People overestimate the value of what they al-
ready possess.
Once people own their actions or own something,
their behavior and atitudes both begin to change.
Once a person possesses something, they value
it more highly than they did when it was in the
store.
Humankind has a powerful compulsion to care for
the larger groups that they are a part of, so salespeo-
ple should atempt to appeal to a greater cause rather
than to one client. To motivate a person, it can be help-
ful to widen the context to include the company, the
family, or society. This allows emotional reasoning to
engage.
Competition between individuals and groups is what
naturally selects winners and losers in society. The
author suggests that when asking a customer to pur-
chase a product, the seller should appeal subtly to the
fact that owning the product will ofer an advantage
in society, within the group, or against competitors.
Persuading most of the people in a large group is far
easier than persuading one individual in a one-on-one
seting. Groupthink takes over, encouraging people
to follow the vocal proponents of a proposition. For
example, the more people there are in a group, the
more likely that the vast majority will comply with
whatever the leader is proposing.
Another important principle is the inherent need for
humans to feel wanted. Physical, psychological, and
emotional growth are all infuenced by a persons per-
ception of being wanted. In selling, the salesperson
Credibility matters. Credibility is the pivot point in influence.
Unfortunately, it doesnt initially matter whether you have
credibility (or are credible); it matters whether you are per-
ceived that way.
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 6
needs to make it clear to the customer that they are
wanted and important in order to gain their trust, and
their business.
Other recommended sales tactics include implying
that the purchase will result in good outcomes for the
buyers group, and suggesting that the purchase will
prevent the buyer from losing something that they
already own. Also, having the prospect take notes
during the conversation will create more efective
engagement.
Introduction to Omega Strategies
An omega strategy is a strategy specifcally designed to
reduce resistance to a sales message without adding
value to the ofer, and it is another vital tactic used to
increase infuence. A polarity response, or reactance,
occurs when a person does exactly the opposite of a
recommended action. There are two kinds of resis-
tance: the frst is caused by reactance (a knee-jerk
defection of anything that infringes on personal
choice or freedom), and the second is caused by antic-
ipated regret of complying, or failing to comply, with
a request. People tend to behave in a way that they
believe is consistent with their past statements and
behaviors. It is important not to allow a negative reac-
tion to take place because once people have taken a
public stand on an issue, it is increasingly more dif-
fcult to get them to change their minds. Generally,
people would like to comply if they can see a way to
do so since they simply do not want to have regrets,
so it is best to evaluate the possible outcome of both
compliance and non-compliance. This exercise of
looking at both sides increases the chance of compli-
ance dramatically.
Framing Principles, Persuasion,
Techniques, and Influential Strategies
The way options and choices are framed is incred-
ibly important to the outcome of a situation. Research
about frames and choices indicates the following:
People do not necessarily decide what is best for
them; they decide what presentation of fact, or
framing, is more atractive.
Because people succumb to the presentation of
facts and not to reality itself, it is important to
look at important decisions from all points of
view.
People will lock in a sure gain in favor of any risk
in the future, but they will let their losses continue
to accumulate.
The foot in the door technique involves geting the
client to say yes to a simple and
small request immediately before
asking for a big yes. The larger the
frst request that is agreed to, the
more likely the person or com-
pany will say yes to the second
and more important request.
The brain tends to remember what happens frst and
last in sequences, events, and life in general. When
considering the choice of going frst or last, the key
determining factor for positioning is the elapsed time
between the events. The shorter the elapsed time, the
beter it is to go frst. The longer the elapsed time, the
beter it is to go last. Things in the middle are harder
to remember.
When making decisions, people are likely to behave
in the following ways:
They rationalize their emotional decisions instead
of making rational decisions.
They make decisions emotionally when the an-
swer to a question or proposition is not obvious.
They make decisions impulsively, and then stand
by their impulses as if the decisions were made
rationally.
They make decisions on their own instead of seek-
ing the counsel of others.
People tend to dramatically overestimate their
decision-making skills. They remember their good
decisions and think they are good at decision making.
They also tend to overrate expert advice.
Applying the Laws of Influence
Gaining the cooperation and compliance of others is
critical to the process of persuasion. The author iden-
Always remember: What people say and think they will do
bears little relationship to their actual actions. Its not that
people are ill willed or have bad intentions; people simply are
lousy predictors of their future actions.
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 7
tifes ten Laws of Infuence that should be followed in
gaining compliance from others:
1. Law of Reciprocity: When a person is given some-
thing of perceived value, they immediately want
to give something back.
2. Law of Time: Changing someones time perspec-
tive helps them to make diferent decisions.
3. Law of Contrast: When two things that are rela-
tively diferent are placed near each other in time,
space, or thought, they are seen as more diferent
and it is easier to distinguish which is more desir-
able.
4. Law of Friends: When a person is asked to do
something by a person they perceive to have their
best interest in mind, they are
strongly motivated to fulfll
the request.
5. Law of Expectancy: When a
person is asked to perform a
task by someone they respect,
they will tend to fulfll this persons expectation,
whether positive or negative.
6. Law of Consistency: When an individual an-
nounces in writing that they are taking a position
on an issue or point of view, they will strongly
tend to defend that position, regardless of its ac-
curacy, even in the face of overwhelming evidence
to the contrary.
7. Law of Association: People tend to like the
products, services, and ideas that are endorsed by
individuals they like and respect.
8. Law of Scarcity: When a person believes that
something desirable is limited in quantity, they
will perceive the value of that thing to be greater
than if it were available in abundance.
9. Law of Conformity: Most people tend to agree
to proposals, products, or services that will be
perceived as acceptable by the majority of other
people.
10. Law of Power: People have power over others
to the degree that they are perceived as having
greater authority, strength, or expertise.
The Influential Secret of Oscillation
Hogan asserts that oscillating beliefs and values are
important in successfully understanding and per-
suading others. Almost all decisions that require
conscious thought fnd people oscillating back and
forth about what to do, especially before the decision
point. Once someone has been persuaded, there is a
very good chance they will go through oscillations of
regret, sometimes so great that they will change their
mind. This reaction can be avoided by allowing the
person to anticipate their regret prior to the decision
point so that they will be expecting the regret and
react in a less intense fashion. People oscillate when
something is important and entails tangible risks both
in the change and in the status quo.
Mind Reading: How to Know
What They Are Thinking
Most people experience fear when it comes to
communication in almost any context. They feel
uncomfortable puting their feelings and thoughts
on the table for fear that they will be hurt in some
way. When people hide their thoughts and feelings,
it makes communication difcult. Honesty becomes
compromised and the outcome is poor for every-
one. When a person does not express what they are
thinking or feeling, it is possible to determine those
thoughts and feelings by using body language, psy-
chographics, evolutionary psychology, psychobiology,
cultural beliefs, religious beliefs, peer pressures, psy-
chological profles, and expectancies. The more that
is known about an individual or group, the easier it
is to uncover their thoughts and feelings to gain their
compliance.
Ill Think About It
Choice reduction is another tool that has the power
to infuence peoples thinking. The more choices a
person has, the less appealing each of those choices
appears. Therefore, a person, product, or service that
is diferentiated from others will appear to be more
The ethical use of influence is never more necessary than when
you have good intelligence about your client and customer.
Knowledge is potential power, and that power can just as eas-
ily be used for good as it can be for bad.
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 8
valuable and important. In addition, people who are
given few choices are happier with their decision later
on.
How Their Brain Buys... You!
People anticipate purchasing their usual brand prior
to even arriving at the store. They believe they spend
time weighing their decisions in stores, but this is not
true. Their decision was already made on an uncon-
scious level. People make many buying decisions
based on trust, so it is important to build trust into
a company name or brand. People typically do not
think about what they are going to do; they simply
do it and then communicate a reason that best fts the
circumstances.
There is a six-step process that businesses can use to
infuence a client to purchase a particular product or
service:
1. Get their atention
2. Hold their atention
3. Have a bold promise
4. Detach any previous commitment
5. Over-deliver on the promise
6. Get them so excited that they will tell others
I Will Do the Work for You: Magic
Words That Unlock Minds
Learning how stories can weave into information can
help to generate the feelings and emotions that move
people. Businesses and relationships revolve around
fxing problems and bringing ones life as close as
possible to those things that are desired. The con-
cept of business versus personal does not exist in
the human mind, making the creation of both busi-
ness and culture arbitrary constructs. To the human
mind, it is all personal, so using words to form images
that the prospect can relate to on a personal level is an
overarching principle of infuence.
The Power of Thinking without Thinking
Despite the quality of a product, people make choices
about what to buy based mostly on the words, design,
and appearance of the product label. The perception a
person has about a product causes them to do things
that logic or reality never would because it defnes
their identity. Ofen times, consumers abandon prod-
ucts that fail to diferentiate them from others.
Influence in Sales and Marketing
Online and in the Real World
In the end, there are seven major reasons why people
choose to buy a certain product or service:
1. The infuence of emotions, such as fear and pas-
sion
2. The infuence of perceived value based on quan-
tity or quality
3. The infuence of expectation
of results
4. The infuence of referrals
from trusted friends, family, or
business associates
5. The infuence of recognition
6. The infuence of necessity
7. The principle of presentation
The Problem and Opportunity of Memory
in Influence
One problem that continually disrupts a persons
opinions of a product is the creation of false memo-
ries. By simply telling a story that could have happened
to a client, and supporting it with a piece of tangible
evidence such as a photograph, a false memory and
opinion can be created. This can be both hurtful, since
competitors can present false memories about one
another to customers, and helpful, since it is possible
to rectify the situation by creating new memories.
Women: Influencing Women to Buy
Since women are involved in over 80 percent of all
buying decisions in the home, infuencing women is
now the core factor in marketing and sales success
for almost all products and services. Additionally,
millions of women are in charge of purchasing for
divisions, departments, ofces, and entire companies.
The power of suggestion combined with tangential evidence
is enough to cause someone to believe something ridiculous or
even bizarre, something you wouldnt have thought possible.
The brain is completely malleable as far as memory is con-
cerned.
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 9
To successfully infuence the female market, a sales
representative must care about her and get to know
about her and her life. It is critical to understand her
needs to be able to ofer exceptional solutions. There
are four keys to selling to women:
1. Women are busy people, so they need products
and services that make their lives easier, smooth-
er, and beter.
2. They do not have time to spend researching and
analyzing everything they buy.
3. They value the opinions of those they feel they
can trust.
4. They want good buys, easy shopping, a relation-
ship with the seller, and honesty.
Because a womans life ofen revolves around others,
the seller should explain how the purchase will ben-
eft her family, loved ones, friends, and business
associates. Women buy with other women in mind,
and with the opinions of other women in mind. Also,
women are multitasking achievers who are always
seeking new ways to complete all that they have to do
with ease and at a record pace. The seller who helps
them fnd ways to do this will earn their trust and
their business.
g g g g
Features of the Book
Reading Time: 5 hours, 286 Pages
In The Science of Infuence, author Kevin Hogan
presents new ideas and strategies for mastering the
art of persuasion. The book is writen in a nontech-
nical and highly readable style, and ofen seems like
the transcript from one of the authors popular work-
shops. Hogans advice would be of greatest value to
anyone who wishes to increase their ability to infuence
others, particularly in the area of sales. Self-assess-
ment exercises and tests are provided throughout the
book to help readers measure their skills and knowl-
edge. There are also special techniques referred to as
$10,000 Keys and Golden Keys ofered through-
out the book that can be easily applied to a variety of
life occurrences and sales situations.
Contents
About the Author
Preface
Acknowledgements
Chapter 1: Infuencing Others to Change
Chapter 2: The First Four Seconds
Chapter 3: The Delta Model of Infuence
Chapter 4: Credibility: The Pivot Point of Persuasion
Chapter 5: The New Principles of Infuence
Chapter 6: Introduction of Omega Strategies
Chapter 7: Framing Principles, Persuasion Tech-
niques, and Infuential Strategies
Chapter 8: Applying the Laws of Infuence
Chapter 9: The Infuential Secret of Oscillation
Chapter 10: Mind Reading: How to Know What They
Are Thinking
Chapter 11: Ill Think About It
Chapter 12: How Their Brain Buys You!
Chapter 13: I Will Do the Work for You: Magic
Words That Unlock Minds
Chapter 14: The Power of Thinking without Thinking
Chapter 15: Infuence in Sales and Marketing Online
and in the Real World
Chapter 16: The Problem and Opportunity of Memory
in Infuence
Chapter 17: Women: Infuencing Women to Buy
Bibliography
Index
Need a Speaker?
The Science of Influence Kevin Hogan
Business Book Summaries
February 9, 2012 Copyright 2012 EBSCO Publishing Inc. All Rights Reserved Page 10
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