Title: Theory / Unimportant / Human / Manipulation / Pre-suasion

Question: Difference between highest achievers and others
Answer: Highest achievers spent more time crafting what they did before making a request
Page: 4
Chapter: 1
Context: Pre-suassion

Question: Why should you avoid hiring a seller who accept to deceive the client to sell things to them ?
Answer: Because they'll also lie to you, and create problem in your enterprise

Question: A professor teaching how to sell truck, for example, will emphasize on what ?
Answer: On the difference between selling trucs and selling car, why it's not the same technics to use

Question: Why should a professor teaching to sell some particular thing should not emphasize the difference between this thing and similar thing.
Answer: Because seller-student don't know basic principle that all sell have in common. This knowledge would help them more than learning the details of one thing

Question: Différence entre les livres Pré-Suasion et influence
Answer: Pré-suasion arrive alors que Influence est déjà un best-seller
Answer2: Pré-suasion s'intéresse à QUAND utiliser l'influence

Name: psychological chute
Definition: Speaking of something to a target, so that the target only think about that thing and not about the opposite
Page: 55
Chapter: 2
Section: NOT HOCUS, NOT POCUS, BUT FOCUS
Extra: priming ?

Name: positive test strategy
Definition: To test whether something is true, you check whether you have evidence for this thing, omitting to check whether you have also evidence for the opposite of it
Page: 57/826
Chapter: 2
Section: NOT HOCUS, NOT POCUS, BUT FOCUS
Typ: Biais

Question: Why should you avoid people asking yes/no question, and not stating explicitly all alternative ?
Answer: Because you have a biais to agree with statements you heard. Thus the yes come far easier, and the person tries to prime you
Page: 57/826
Chapter: 2
Section: NOT HOCUS, NOT POCUS, BUT FOCUS

Question: Trick to increase the probability that someone undecided will agree with you/love your mark.
Answer: Ask them «do you love our mark», «do you agree that foobar» and not «what do you think about our mark» nor «would you say foobar is true or false»
Page: 57/826
Chapter: 2
Section: NOT HOCUS, NOT POCUS, BUT FOCUS

Question: Why do sect ask you whether you are unhappy.
Answer: They prime you into an unhappy mode
Chapter: 2
Answer2: They want people who are actually happy and well, to exploit them. They just don't want you to know you are

Question: How to increase probability that someone will give you email/try your produt
Answer: Start by asking if they are an audacious person
Chapter: 2

Question: Quand quelqu'un refuse d'entendre quelque chose, comment lui faire entendre
Answer: Le dire quand il y a un bruit exceptionel autour. Pour le forcer à écouter

Smaller0: you goes toward o
Greater0: you accept to pay more for o
Variables: o an objects

Question: How can press alter the importance people give to something.
Answer: By speaking more about those thing. And not by what they actually say about it.

Question: What occurs if someone remarks an ad often
Answer: It probably means it's a bad quality, otherwise, showing it a few time would be enough
Page: 98
Chapter: 3

Question: What's the point of side bar ad, and ad in background
Answer: Viewer don't remark them, but they still recall them, and thus prime them
Page: 98
Chapter: 3

Question: How to convince someone to buy a precise mark m
Answer: Ask people to review m and don't ask them to review its opponnants.
Page: 98
Chapter: 3

Question: Why do business ask you to review them
Answer: because you'll write nice things about them and convince yourself to come back
Page: 98
Chapter: 3
Section: Inviting Favorable Evaluation

Name: satisficing
Definition: Accepting any acceptable solution, even if far from optimal
Page: 105, 24
Chapter: 3, 2 don't make me think
Example: A firefighter team will take the first decision that do not have obvious drawback (given their knowledge and experience) instead of searching for potential better one
Name2: First reasonable option
French: Sutisfaisante
Etymology: satisfy and suffice

Question: How to ensure that we don't accept bad satisficing solutions
Answer: Wondering what bad things could occur with this solution, and what would be their consequence ?
Page: 105
Chapter: 3

Question: How did USA ensure that wars is nicely covered
Answer: They allow journalist to go with the army.
Page: 105
Chapter: 3
Answer2: The journalist see army as human, and show their point of view
Answer3: They control what the journalist see
Answer4: It allow to avoid them to concentrate to the global view (absence of massive destruction arm, political consequence)

Smaller0: the attention people give to the event e
Greater0: the importance people think e have
Page: 105
Chapter: 3
Variables: e an event
Smaller to greater: is correlated with

Smaller0: the amount you tell you'll pay to cute in the line
Greater0: the percentage of people who accept to let you cut the line
Page: 120
Chapter: 3
Smaller to greater: is positively correlated with
Context: A line of people

Smaller0: the amount you tell you'll pay
Greater0: the percentage of people accepting the money you want to pay
Page: 120
Chapter: 3
Smaller to greater: is not correlated with
Context: You want to cut in the line and are willing to pay for it

Question: Canonical example of quick reaction
Answer: Tylenol, when people died because of cyanide injected in their box
Page: 120
Chapter: 3

Question: In a discussion, you think that who make the decision ?
Answer: The one who's face you see
Page: 120
Chapter: 3

Question: How to force a suspect to admit a crime they didn't do
Answer: Submerge them from a lot of question
Page: 120
Chapter: 3
Answer2: Tell them you have proof you don't really have
Answer3: forbid them to sleep
Answer4: Make the person think and view the way they did the crime

Question: Why filming confession is a bad idea
Answer: They usually don't film the officer. Thus they think that the suspect act by itself, and not that it is persuaded by the officer
Page: 146
Chapter: 3

Smaller0: a message increasing fear
Greater0: a message stating the positive consequence a good habit
Chapter: 5
Smaller to greater: works better than
Greater to smaller: works less well than

Question: What is the effect of a message stating that some bad habit have frightening consequences.
Answer: People create reason to believe it won't occur to them

Question: How to ensure that a frightening message is heard and believed.
Answer: Give a concrete answer about breaking this bad habit
Chapter: 5

Question: Which kind of advertising work during violent film
Answer: Stating that what you sell is common, and a lot of people do it.
Chapter: 5

Question: Which kind of advertising work during romantic film
Answer: Stating that what you sell is different, that the buyer will be appart
Chapter: 5

Name: investigatory reflex
Definition: Reflex on immediate change, so forceful is this reflex that it supersedes all other operations.
Page: 176
Chapter: 5

Question: What is important in advertising
Answer: Shots
Page: 176
Chapter: 5
Answer2: Cuts. They allow to focus on what is important
Construction: investigatory reflex

Question: What occur when they are too many cuts
Answer: Viewer begin to pay attention to every cut, which are not important, and have not enough attention left
Page: 176
Chapter: 5
Context: Ad

Smaller0: selling x when y is also present
Greater0: selling x when y and object similar to y are present
Page: 182
Chapter: 5
Variables: x,y objects to sell
Smaller to greater: is less effective than
Greater to smaller: is more effective than

Question: How to captivate listener before speaking to large audiance about a topic
Answer: Begin by a mystery, something they don't understand, and explain you'll answer it
Page: 3:17
Chapter: 9 (audio)

Question: How to ensure interest in something between the end of an event and the start of the following event
Answer: don't end what you are doing. E.g. leave a sentence unfinished.
Page: 3:08 +/-
Chapter: 9 (audio)

Question: Why is tobacco ad forbidden on TV and radio
Answer: For each minute of advertisement, a minute of counter-advertisement was mandatory. Thus they forbid ad to every tobacco producer in order to delete all counter-advertisement
Page: 3:22
Chapter: 9 (audio)