The Power of Persuasion : How We're Bought and Sold

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Summary: The Power of Persuasion : How We're Bought and Sold
Review: A well-known social psychologist and experienced writer (A Geography of Time, 1997), Levine (California State Univ., Fresno) has produced an authoritative, entertaining, and perceptive analysis of persuasion in the marketplace. He examines the ways that people can be coaxed, prodded, seduced, or debased into taking actions they previously were not attracted to. The book is an engaging read, a real page-turner. Levine mixes an expert's knowledge of contemporary research in social psychology with real-world examples of situations where effective persuasion is in play. His analysis identifies a set of core psychological principles that are the basis for all forms of persuasion, from selling Tupperware to electing politicians. The book concludes with suggestions for resisting persuasion. The clear, entertaining writing style makes the books accessible to all mature readers, but it will have special relevance for those with backgrounds in the social sciences. ^BSumming Up: Essential. All libraries, academic and public; all levels.

Rating:
Summary: Great book
Review: Easy to read. Lots of new material. Doesn't have a sales focus but is still a must for every salesperson.

An academic who doesn't try and impress you with who he is. This is a fine book. Along with Hogan's The Psychology of Persuasion, this is one of the best.

DT

Rating:
Summary: Superb!
Review: I absolutely loved Power of Persuasion!
Levine writes and gives due credit to everyone from his students (by name) to the many researchers who make the field more fascinating and understood year by year.
I can't say enough about this book. When I wrote The Psychology of Persuasion in 1996, I knew that persuasion was a field that would become more fascinating and important as each year would come and go. This book is like a bible of persuasion,influence and contains an enormous amount of research about how you and I might not know each ourselves as well as we think. Get this book! You will get new ideas and tips that I had not seen prior to this book and that is rare indeed. Buy this book. It is one of the best in the field. www.kevinhogan.com
Kevin Hogan

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Summary: I'm sold!
Review: I found this book via a reference from Slashdot, and decided to read it for myself. It's a useful primer on persuasion. Levine's insight and explanation of the mechanics of manipulation can serve as either inoculation against hucksters, or inspiration to try these tricks yourself. It's an engaging read. Levine lays out principles which are simple and practical (e.g., the triangle of trustworthiness: authority, honesty, likability), and he avoids the dry, academic tone that saddles many Ph.D.'s writing. You don't need a GED to enjoy this book.

I had two minor complaints, neither sufficient to reduce my rating from five to four stars. While the book is replete with fascinating anecdotes and synopses of various studies, Levine also peppers the text with tongue-in-cheek remarks. Most of them are funny, but he spends a few paragraphs too many chuckling at his own jokes (or his pal, Lenny). More significantly, Chapter Nine ("Jonestown") comes from left field. For 200 pages, Levine writes about sales and marketing -- and then suddenly he spends 20 pages pontificating about a religious cult. It's interesting, but misplaced. If I'd wanted to read a book about Jonestown, there are dozens. I wouldn't have picked Levine's.

That said, I recommend this book. There are no surprises (apart from Jonestown): If you're intrigued by the teaser, you'll like the book. Aside from a general education about impressionability, I took away several specific notes. Levine's comments about Matisse struck a chord with me, and I'm currently reading Paco Underhill's "Why We Buy" based on Levine's reference. This is a worthwhile book. I'm glad I bought it, and I expect to pick it up again in a few years.

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Summary: Outstanding, eye-opening, and un-nerving
Review: The first chapter is this book made me sweat. I thought I would read this book to continue my study in persuasion just to make me a better marketer, that I was in fact immune against most persuasion. Not so, says the author. His opening chapter about the illusion of invulnerability, shook me. It made me realize I'm just as easily swayed by ads and marketing as the next person. And so are you. This book is a great warning, a powerful education, and a great research tool. I'll use it to improve the marketing I create, but I'll also remember it the next time someone trys to market anything to me. Great book. Get it. Read it. Use it. - Joe Vitale, author of way too many books to list here ...

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Summary: Don't be a sucker again!
Review: This should be a book that every consumer should read. What I find very interesting was that many of the techniques employed by sales people or con artist that was used on me was discribed step by step in this book. Though I didn't fall for them back then, it was eye opening to see 'their' textbook on persuading you.

Most of the information and studies in this book are quite old. But nonetheless it is still revelant today. This most fascinating part for me was how retail stores and supermarkets showcases their merchandise. Or how simply by putting a more expensive item next to the cheaper item will generate more sales on the cheaper item. Sounds simple, but it isn't, that is why companies spend so much money on marketing and research.

More rational people will generally not fall for tricks illustrated in this book. But unfortunately, these tricks do work because there are enough irrational people out there that are susceptible to them.