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INFLUENCE: The Psychology of Persuasion - Commented Book

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CHAPTER

The Secret Weapon of Consistency

If we stop to think through the merits of every new action before performing it, we would never have time to accomplish anything significant. We need even that dangerous mechanical brand of consistency. The only way out of the dilemma is to know when such consistency is likely to lead to a poor choice. There are certain signals, two separate kinds of signals, in fact. To tip us off, we register each type in a different part of our bodies. It occurs right in the pit of our stomachs, when we realize we are trapped into complying with a request we know we don't want to perform.

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