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 v 1 Weapons of Influence 1 2 Reciprocation: The Old Give and Take…and Take 13 3 Commitment and Consistency: Hobgoblins of the Mind 43 4 Social Proof: Truths Are Us 87 5 Liking: The Friendly Thief 126 6 Authority: Directed Deference 157 7 Scarcity: The Rule of the Few 178 Epilogue
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PHYSIC AL CONSTANTS CONSTANT Speed of light Elementary charge Electron mass Proton mass Gravitational constant Permeability constant Permittivity constant Boltzmann’s constant Universal gas constant Stefan–Boltzmann constant Planck’s constant Avogadro’s number Bohr radius SYMBOL c e me mp G m0 P0 k R s h 15 2p"2 NA a0 THREE-FIGURE VALUE 3.003108 m/s 1.60310219 C 9.11310231 kg 1.67310227 kg 6.67310211 N # m2/kg 2 1.2631026 N/A2 1H/m2 8.85310212 C 2/N # m2 1F/m2
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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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CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter
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Acquisitions Editor: Crystal Taylor Product Managers: Kelley A. Squazzo & Catherine A. Noonan Designer: Doug Smock Compositor: SPi Technologies First Edition © 2011 Lippincott Williams & Wilkins, a Wolters Kluwer business. 351 West Camden Street Baltimore, MD 21201 Printed in China All rights reserved. This book is protected by copyright. No part of this book may be reproduced or transmitted in any form or by any means, including as photocopies or scanned-in or other electronic copies, or utilized
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9 July 2010 1 LET 1 Table of Contents Unit 1 - Citizenship in Action Chapter 1: Foundations of Army JROTC and Getting Involved U1-C1-L1 Army JROTC - The Making of a Better Citizen U1-C1-L2 The Past and Purpose of Army JROTC U1-C1-L3 Moving Up in Army JROTC - Rank and Structure U1-C1-L4 The Signs of Success U1-C1-L5 Your Personal Appearance and Uniform U1-C1-L6 The Stars and Stripes U1-C1-L7 Proudly We Sing - The National Anthem U1-C1-L8 American Military Traditions, Customs
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Appraising Research in Second Language Learning: A practical approach to critical analysis of quantitative research Graeme Keith Porte John Benjamins Publishing Company Appraising Research in Second Language Learning Language Learning and Language Teaching The LL< monograph series publishes monographs as well as edited volumes on applied and methodological issues in the field of language pedagogy. The focus of the series is on subjects such as classroom discourse and interaction;
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Contract Planning The Acquisition Environment The acquisition environment is influenced by each organization's mission support strategy, successful customer relationships, and core principles of decision making. This lesson provides you with an opportunity to guide your actions and to research and develop a strategy so you can recognize when your efforts support the mission. In this lesson, you will cite key components of successful customer relationships and describe how your office achieves
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national jurisdictions. The second part explores the epistemological environment of rules of evidence and procedure. The third part analyses human rights standards and the phenomenon of hybridisation in transnational and international criminal law. The final part of the book assesses Professor Damaška’s contribution to comparative law and the challenges faced by comparative law in the twenty first century. Crime, Procedure and Evidence in a Comparative and International Context Essays in Honour of
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NATIONAL STOCK EXCHANGE OF INDIA LIMITED Test Details: Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 Name of Module Fees (Rs.) Test Duration (in minutes) 120 120 120 120 120 120 105 105 120 120 120 120 120 No. of Questions 60 60 60 60 60 60 60 60 60 60 60 60 100 Maximum Marks 100 100 100 100 100 100 100 100 100 100 100 100 100 Pass Certificate Marks Validity (%) (in years) 50 50 50 50 50 50 60 50 60 60 60 60 50 5 5 5 5 5 5 5 5 3 5 5 3 3 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33
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