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◎亞馬遜網路書店、《紐約時報》分類榜TOP1暢銷書
◎《羅輯思維》第五季精選推薦


「不管你信不信,我反正是信了!」
在沒人關心事實的世界,如何讓人願意相信你?
第一本又酸又實用的核彈級說服術!

當《精準預測》的作者奈特.席佛(Nate Silver)宣告「川普只有2%機率獲得提名」,
史考特‧亞當斯便在一週後神準預測了川普的獲勝!
為了研究數十年難得一見的「川普說服學」,他從此名聲蒙塵,收入銳減,
但是當川普正式入主白宮,這套研究就開始洛陽紙貴、萬人爭睹--
這套策略就是超越邏輯的「情緒說服」!

只有「情緒」,可以戰勝事實與邏輯!
聽眾通常只對10%的演講內容留下印象,
而且留下印象的常常是某些誇張的手勢、措辭或引發我們情緒反應的故事,
並因此在無意識間認同發言者,甚至想出各種理由來捍衛自己的認同。
川普引發龐大的認知失調和確認偏誤,但這些卻徹底征服了事實根據與邏輯陳述!

本書作者拋開道德爭議與政治立場,客觀探討這套在任何環境都奏效的說服工具,
這套工具同樣也曾在史蒂夫‧賈伯斯(Steve Jobs)身上展現。舉例來說:

●提出方向正確卻誇大事實的說服手法:
「預測川普會當選」不會引起太多波瀾;「預測川普有98%機率當選」,就會因為這個高到離譜的數字而引發關注和爭議。

●當事實與數據令人無感,就說出令人「有感」的失誤:
列舉非法移民數量、邊境犯罪率無法引發共鳴,但提出在美墨邊境築牆,才能在引發譁然之後,在各界撻伐聲浪中激發對邊境安全議題的重視。

●善用「制高點策略」(High-Ground Maneuver),把焦點從引發爭議的細節,提高到普遍認同的概念:
iPhone4發生「天線門」事件時,賈伯斯並非針對手機問題直接道歉,而是提出「我們並不完美,手機並不完美」來轉移爭議焦點。

●藉由「字面思考」(word-thinking)改變字詞的定義,進而贏得爭辯:
以墮胎議題為例,因為大多數人都認同「保護生命」這個概念,因此反墮胎者把「胎兒」定義為「生命」,即可在情感訴求上贏得普遍性的認可。

●嫁接到「現有習慣」,更能讓對方「養成習慣」:
想說服消費者採用自家產品,如果訴求「隨時隨地皆可使用」,可能很難達成預期效果;但如果是明確標註「每晚睡前來一粒」,就有更高的機率被消費者記住。

無論你想在任何情境說服他人,或是想避免被他人輕易說服,
本書都是充滿睿智建議與實用工具的策略武器!

本書介出自商周出版《超越邏輯的情緒說服: 不靠事實、不必精準, 照樣讓人點頭如搗蒜!》

Scott Adams, the world-famous comic strip artist (Dilbert) and trained hypnotist,recognized Donald Trump's powers of persuasion before nearly anyone else. Now he's expanding his controversial blog posts into a fascinating book about master persuaders like Trump, and how anyone can copy their techniques--for good or for ill.

Soon after Donald Trump declared his presidential candidacy, when most
experts dismissed him as a joke who'd be gone before Iowa Scott Adams called Trump a master communicator in the same league as Abraham Lincoln and Steve Jobs. As a student of the art and science of persuasion, Adams recognized Trump's deep toolbox for persuasion. On his popular blog, Adams predicted that Trump could go all the way. The public response was ridicule, scorn, and even calls to boycott Dilbert. But ultimately, Adams was right and his critics were wrong.

So what did Adams see that the pundits missed? The short answer is the power ofirrationality. We humans like to think of ourselves as rational beings, but we overwhelmingly make decisions on gut instinct, then invent reasons to justify those decisions after the fact. Emotional persuasion works despite a leader's flaws,missteps, and tacky behavior. It can overcome all appeals to logic and even self-interest.

In his new book, Adams goes beyond politics to look at persuasion tools that can work in any setting. He explains the secret tricks of the world's greatest persuaders, giving readers what he calls "access to the admin passwords for human beings." You'll learn, for instance, how to...

Create linguistic kills shots ("Low-energy Jeb"!) with unexpected vocabulary and sticky imagery to refuel confirmation bias

Use the High Ground Maneuver--a successful tactic of Steve Jobs during
publicity flare-ups--to win almost any debate

Spot the tells for cognitive dissonance so you know when others have
abandoned reason

Written in the clever but relatable voice that his fans love, this is a must
read if you care about persuading others in any field--or if you just want to
resist the tactics of emotional persuasion when used on you.







詳細資料

誠品26碼 /2681465341006
ISBN 13 /9780525533320
ISBN 10 /052553332X
EAN /9780525533320

尺寸22.8X15.2CM
裝訂平裝
級別
語言英文




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