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INFLUENCE: The Psychology of Persuasion - Commented Book

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CHAPTER

How to Win the War on the Fence

Advertisers often try to exploit this tendency in us. The ardor of an indifferent lover surges with the appearance of a rival. It is often for reasons of strategy, therefore, that romantic partners reveal or invent the attentions of a new admirer. Salespeople are taught to play the same game with indecisive customers. There is something almost physical about the desire to have a contested item.

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