The Science of Influence

In The Science of Influence, author Kevin Hogan provides detailed instruction on the topic of persuasion. He takes the latest findings in behavioral research, tests them under real-world conditions, and describes what works best in both business and personal relationships. The book is about getting people to change a behavior, an attitude, a product, a service, or a relationship. According to Hogan, the process of causing change, getting people to question the status quo, and implementing change in another person’s brain requires skill and insight. Short-term decisions of yes or no are much easier to achieve than long-term change. Permanent change is difficult because the human brain is wired through all previous behavior to do exactly what it has done in the past. However, new wiring can come about through repetition of new behaviors and thoughts.