The Science of Influence

Kevin Hogan promises a reader the means to turn a no into a yes, and sets the clock at eight minutes or less. The publisher's description presents the book as a synthesis of recent research on influence with experience tested in the field, reduced to simple working principles, and the chapter list shows how the argument is built. Hogan starts with influencing others to change and then with the first four seconds, on the grounds that a response forms before any case has been made. Credibility follows as what he calls the pivot point of persuasion. He then lays out a model of influence, a set of new principles to replace older ones, and what he terms omega strategies, which deal less with pushing a proposal than with the resistance standing against it. Later chapters cover framing, persuasion techniques, applying the laws of persuasion, an idea he calls oscillation, reading what another person is thinking, and the stalling reply that a proposal will be thought about. The closing chapter argues that what the other party is really buying is the person in front of them.

Written from the publisher's description and chapter list for the John Wiley edition at the Internet Archive.

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