The media’s watching Vault! Here’s a sampling of our coverage. “For those hoping to climb the ladder of success, [Vault's] insights are priceless.” – Money magazine “The best place on the web to prepare for a job search.” – Fortune “[Vault guides] make for excellent starting points for job hunters and should be purchased by academic libraries for their career sections [and] university career centers.” – Library Journal “The granddaddy of worker sites.” – US News and World Report “A killer app
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INFLUENCE The Psychology of Persuasion ROBERT B. CIALDINI PH.D. This book is dedicated to Chris, who glows in his father’s eye Contents Introduction 1 Weapons of Influence 2 Reciprocation: The Old Give and Take…and Take 3 Commitment and Consistency: Hobgoblins of the Mind 4 Social Proof: Truths Are Us 5 Liking: The Friendly Thief 6 Authority: Directed Deference 7 Scarcity: The Rule of the Few Epilogue Instant Influence: Primitive Consent for an Automatic Age Notes Bibliography Index
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C DESIGN ERS R E D I STACY LONGSTREET T S SE N IOR A RT DI REC TOR R P G R& D A RT DI REC TOR S GWENDOLYN F.M. KESTREL , JENNIFER CLARKE WILKES, KOLJA RAVEN LIQUETTE DEVELOPMENT TEAM KARIN JAQUES, STACY LONGSTREET C OV E R A RT I S T BRUCE R. CORDELL , ANDY COLLINS, ROB WATKINS EDITORS STEVE PRESCOTT I N T E R IOR A RT IST S MICHELLE LYONS, CHRIS SIMS EDITI NG MANAGER KIM MOHAN DESIGN MANAGER STEVEN BELLEDIN, ED COX, DAARKEN, WAYNE ENGLAND, EMILY
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THE MCKINSEY WAY This page intentionally left blank. THE MCKINSEY WAY Using the Techniques of the World’s Top Strategic Consultants to Help You and Your Business ETHAN M. RASIEL M C G R AW- H I L L NEW YORK CARACAS SAN FRANCISCO LISBON WA S H I N G T O N , D . C . MADRID AUCKLAND BOGOTÁ MILAN LONDON NEW DELHI TOKYO MEXICO CITY SINGAPORE MONTREAL SAN JUAN SYDNEY TORONTO McGraw-Hill abc Copyright © 1999 by Ethan M. Rasiel. All rights reserved. Manufactured in the
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Advanced Language Practice with key Michael Vince with Peter Sunderland English Grammar and Vocabulary MACMILLAN Macmillan Education Between Towns Road, Oxford OX4 3PP A division of Macmillan Publishers Limited Companies and representatives throughout the world ISBN 1 405 00762 1 with key ISBN 1 405 00761 3 without key Text © Michael Vince 2003 Design and illustration © Macmillan Publishers Limited 2003 First published 1994 This edition published 2003 All rights reserved; no part of
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Fundamentals of Network Security John E. Canavan Artech House Boston • London http://www.artechhouse.com Library of Congress Cataloging-in-Publication Data Canavan, John E. Fundamentals of network security / John E. Canavan. p. cm.—(Artech House telecommunications library) Includes bibliographical references and index. ISBN 1-58053-176-8 (alk. paper) 1. Computer security. 2. Computer networks—Security measures. I. Title. II. Series. QA76.9.A25 C364 2000 005.8—dc21 00-050810 CIP British Library Cataloguing
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In memory of Amos Tversky Contents Introduction Part I. Two Systems 1. The Characters of the Story 2. Attention and Effort 3. The Lazy Controller 4. The Associative Machine 5. Cognitive Ease 6. Norms, Surprises, and Causes 7. A Machine for Jumping to Conclusions 8. How Judgments Happen 9. Answering an Easier Question Part II. Heuristics and Biases 10. The Law of Small Numbers 11. Anchors 12. The Science of Availability 13. Availability, Emotion, and Risk 14. Tom W’s Specialty 15. Linda:
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www.read.forumsplace.com This publication is designed to provide competent and reliable information regarding the subject matter covered. However, it is sold with the understanding that the author and publisher are not engaged in rendering legal, financial, or other professional advice. Laws and practices often vary from state to state and if legal or other expert assistance is required, the services of a professional should be sought. The author and publisher specifically disclaim any liability
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gniTHE MCKINSEY WAY This page intentionally left blank. THE MCKINSEY WAY Using the Techniques of the World’s Top Strategic Consultants to Help You and Your Business ETHAN M. RASIEL M C G R AW- H I L L NEW YORK CARACAS SAN FRANCISCO LISBON WA S H I N G T O N , D . C . MADRID AUCKLAND BOGOTÁ MILAN LONDON NEW DELHI TOKYO MEXICO CITY SINGAPORE MONTREAL SAN JUAN SYDNEY TORONTO McGraw-Hill abc Copyright © 1999 by Ethan M. Rasiel. All rights reserved. Manufactured
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IMPORTANT INFORMATION ABOUT THIS PUBLICATION The information in this manual is not copyrighted and may be reproduced or translated by the user as needed. Every effort has been made to provide, in this publication, the most current and accurate information as of July 1, 2009. Misprints or outdated information that may appear within these pages will not override or supersede changes that have occurred in the law, promulgated rules and regulations or policy that has been initiated since the printing
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