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The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking Hardcover – May 31, 1996


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Product Details

  • Hardcover: 288 pages
  • Publisher: Pelican Publishing; First Edition edition (May 31, 1996)
  • Language: English
  • ISBN-10: 1565541464
  • ISBN-13: 978-1565541467
  • Product Dimensions: 1.2 x 6.5 x 9.5 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (98 customer reviews)
  • Amazon Best Sellers Rank: #60,456 in Books (See Top 100 in Books)

Editorial Reviews

Review

The Psychology Of Persuasion: How To Persuade Others To Your Way Of Thinking will show how to ethically direct others toward your point of view. Author Kevin Hogan teaches the skills of persuasion drawn from techniques as diverse as hypnosis, neurolinguistics, the Bible, and successful salespeople throughout history. The Psychology Of Persuasion demonstrates how to construct persuasive messages. It teaches how to tell what the other person is thinking, why he thinks it, and how to change what he thinks. It covers persuasion from both points of view -- helping consumers to make better buys and salespeople to sell more. The Psychology Of Persuasion shares the most powerful tools, strategies and techniques used by political candidates, television ministers, and corporate leaders. The Psychology Of Persuasion is practical, sensible, workable, and totally accessible to the non-specialist general reader. -- Midwest Book Review

From the Inside Flap

25 years of experience in selling and persuasive communication research. Hogan holds a doctorate in psychology and resides in Burnsville, Minnesota, with his wife and two children.
Hogan is the author of Talk Your Way to the Top: Communication Secrets to Change Your Life; coauthor, with Mary Lee LaBay, of Through the Open Door: Secrets of Self-Hypnosis; coauthor, with William Horton, of Selling Yourself to Others: The New Psychology of Sales; and coauthor, with Ron Stubbs, of Can't Get Through: Eight Barriers to Communication, all available from Pelican.

Customer Reviews

Good information and well written.
Bill Wiersma
If you are in an applied sales profession (entrepreneur, sales, marketing, attorney, etc.), use this book and you will see results in your business.
Mollie Marti
The Psychology of Persuasion book teaches literally anyone how to build rapport, and communicate effectively.
"rhondaonthebeach"

Most Helpful Customer Reviews

169 of 177 people found the following review helpful By Jerri Simpkins on October 9, 2001
Format: Hardcover
The Psychology of Persuasion is written for the person who wants to influence others. Hogan reveals more communication and influence secrets in one book than you might expect possible. The phallic paradigm of persuasion begins with the concept of Win/Win (which the author clearly believes in and repeats over and over throughout the text) and finishes with some very complex and advanced persuasion techniques that are difficult to describe in a book review.
Having been in market research for seven years, I can tell you that his insights into what works and what doesn't is pretty accurate. I also learned a great deal I hadn't come across in my work with P&G.
Specifically, the section about power words is worth a great deal to a person running their own business or for a salesperson. (It's also nice to have this information as a mother of a teenager!)
The next information that is striking (and there are some basics in the book like building rapport, elementary sales tools, and the like that make this useful for beginners as well as those of us who use this material to make a living)is the detailed discussions about nonverbal communication and strategic movement. I've never seen discussions of strategic movement in any book and the body language components are mature and insightful. Everything seems well researched and ready for use.
Another very nice benefit of this book is the subject of collecting intelligence. It seems that most everyone in the influence and persuasion professions have ignored this element and Hogan pulls a rabbit out of his hat here. Using simple examples, he shows how to really gather useful intelligence whether you are a marketer with a big budget or a small business person.
The most exciting material is the second half of the book.
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132 of 139 people found the following review helpful By Jennifer Holtzman on February 20, 2002
Format: Hardcover
The Psychology of Persuasion hits on most but not all of the criteria for being what I would consider to be the leader in the field of persuasion.
The book starts with a clear exposition about the importance of utilizing influence with integrity. Hogan is probably overly zealous in his repetition of "the win win philosophy." This could be a habit from his religious background or possibly a simple concern that people utilize the principles of the book ethically.
His discussion of outcome based thinking which at least in part appears to be based on the Harvard Negotiation Model is his first glimmer of genius. It's rare to see any author present a process of thinking as clearly as his model of outcome based thinking is presented. What makes this work is the multiple examples of how to think in a negotiation. This is an area generally untouched by most authors, who like Hogan, focus on how to do, but not how to think.
The next chapter glosses over an area which Cialdini addresses more articulately in "Influence." The laws of persuasion are an expansion on Cialdini's six principles of influence. Hogan's additions are valid and I suspect that in time when Cialdini updates his text, these additions will be seen there as well. This chapter works, just not as well as it's most profound influence.
Persuasion Techniques (Ch. 4) appears to be some of Hogan's oldest material as the examples date all the way back to Iraqui SCUD missiles and the fears of same. This chapter works as the author shares well thought out techniques for asking questions and rapidly assessing values. Again, this is Hogan's niche, teaching specific patterns of thinking.
Chapter Five is one that the author seems to be most comfortable with. The Impact of Nonverbal Communication is a treat.
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88 of 101 people found the following review helpful By David Y. Zhang on November 19, 2002
Format: Hardcover
It appears to be that this book is nothing more than a collection of catch-phrases thrown together in a haphazard fashion interlaced with anecdotes. For example, Hogan mentions many times in his book that Saddam Hussein is a villain, who uses the same tricks in persuasion as other great leaders. However, his examples are direly lacking in both scientific validity as well as relevance to the theme of the book. Instead of informing the readers *why* Hussein hold power and is able to persuade followers, Hogan uses very bad metaphors, which do nothing but show his own lack of scientific knowledge. In the beginning of Chapter 4, Hogan describes Saddam Hussein as "using and manipulating laws of gravity and aerodynamics...
In addition, Hogan's neat classification of everyone into various sub-categories is entirely too simplistic for the real world. In Chapter 6, he neatly files Americans into Belongers (37%), Emulators (20%), Achievers(18%), Societally Conscientious (22%), and Need Driven(3%). Well, I don't know about the other 200 million Americans, but I personally would like to think that being an "Achiever" doesn't disqualify me from being Societally Conscientious!
Hogan vacillates between walking a scientific path and an empirical one. While to an uninformed reader this trick would elevate his status to sage-level, who is to be revered for both his practical experience as well as his broad and deep knowledge into the bio-physical reasonings for human behavior, to anyone with a basic knowledge in biology or psychology, Hogan is simply reciting the Psych 101 textbook, and adding in his own warped view of the sciences. On page 222, Hogan describes physiology as "our actual body position...and the movement of our eyes.
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Most Recent Customer Reviews


More About the Author

Kevin Hogan is the author of twenty+ books and counting! He is best known for his international best selling book, The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking.

In the past decade, he has become the Body Language Expert and Unconscious Influence Expert to ABC, Fox, The BBC, The New York Times, The New York Post and dozens of popular magazines like Forbes,Investors Business Daily, InTouch, First for Women, Success! and Cosmopolitan. He has become the go-to resource for analyzing key White House figures.

Hogan has taught Persuasion and Influence at the University of St. Thomas Management Center and is a frequent media guest. Articles by and about him have appeared in Success!, Redbook, Office Pro,, Selling Power, Cosmopolitan, Maxim, Playboy and numerous other publications. He was featured in a half dozen magazines (including wProst) in Poland.

Kevin is a dynamic, well-known international public speaker, consultant and corporate trainer. He has trained persuasion, sales and marketing skills to leaders in the government of Poland, employees from Mutual of Omaha, Boeing, Microsoft, Starbucks, Cargill, Pillsbury, Carlson Companies, Fortis Insurance, Great Clips, the State of Minnesota, 3M, The United States Postal Service and numerous other Fortune 500 companies. He has spoken to The Inner Circle and at the Million Dollar Roundtable (MDRT) convention in Las Vegas.

His keynotes, seminars and workshops help companies sell, market and communicate more effectively. His cutting-edge research into the mind and keen understanding of consumer behavior create a unique distillation of information never before released to the public.

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The Psychology of Persuasion: How To Persuade Others To Your Way Of Thinking
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