The Science of Persuasion

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“The Science of Persuasion” is a terrific look at advertising, marketing, and persuasion in the 21st century… I love the Influence at Work YouTube video, and there are so many things I want to teach my students about persuasion based upon this angle.  While I have been using Chip and Dan Heath’s Made to Stick as a vehicle to explain persuasion, I think this could be another version of a strong persuasive lesson…

How do you teach “persuasion” to your business students?  What resources work best as opposed to the standard Aristotle ethos/pathos/logos approach?

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