How Minds Change

Making People Listen in an Argumentative World

How Minds Change cover

How Minds Change

Making People Listen in an Argumentative World

$35.99

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Description

Genes create brains, brains create beliefs, beliefs create attitudes, attitudes create group-identities, group identities create norms, norms create values, and values create cultures. The most effective persuasion techniques work backwards.
Ideas sweep across cultures in waves, beginning with early adopters who reduce uncertainty for the rest of the population. It's rarely because the innovation is amazing in and of itself, but because early adopters signal to the group that it's safe to think again.
This book explains how minds change – and how to change them – not over hundreds of years, but in less than a generation, in less than a decade, or sometimes in a single conversation.

Product details

Published 30 Aug 2022
Format Hardback
Edition 1st
Extent 352
ISBN 9781786071644
Imprint Oneworld
Dimensions 210 x 146 mm
Publisher Oneworld Publications Ltd

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