The Undecided Brain: Eight Ways to Persuade the Doubting, Ambivalent, and ConfusedHardback
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- Publisher: PublicAffairs,U.S.
- Format: Hardback | 384 pages
- Dimensions: 168mm x 235mm x 156mm | 510g
- Publication date: 30 December 2013
- Publication City/Country: New York
- ISBN 10: 1586489100
- ISBN 13: 9781586489106
- Sales rank: 1,432,751
The renowned author of "The Political Brain" offers essential principles for successfully influencing or persuading undecided voters and uncommitted consumers based on research and case studies that examine what is happening in the brain when we haven't yet made up our minds. The majority of us are undecided about most things most of the time (shall I wear blue or brown? Will I eat fish or meat?) - which is to say we are persuadable (my friend says I look good in blue). It's a very human condition, and usually a very smart one: not to have rigidly made your mind up preserves choices and options allowing for flexibility and adaptive behavior. Juries are chosen precisely because they have not, before hearing the evidence, made up their minds. Undecidedness is virtuous in court. Apart from those people who are chronically indecisive, which is a clinical condition, the fact that we are undecided creates a vast array of opportunity for those people who can help us make up our minds. Marketeers, advertisers, advocates, politicians, con-men, hucksters, designers, are just some of the people whose professions exist because we are not quite set in our ways. In "The Undecided Brain", renowned neuroscientist and political consultant Drew Westen explores and explains the psychology of undecidedness, and what it takes to move voters, consumers, executives, or jurors, off the fence. Using original research and fascinating case studies, he illuminates what actually persuades the Undecided mind and what doesn't.
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Drew Westen is a clinical, personality, and political psychologist and neuroscientist who has spent years studying personality, psychopathology ("abnormal" psychology), and political decision-making. He is the author of The Political Brain (PublicAffairs, 2007) and founder of Westen Strategies, a political and corporate consulting firm. Drew writes regularly for many US publications including The Washington Post.