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    The Undecided Brain: Eight Ways to Persuade the Doubting, Ambivalent, and Confused (Hardback) By (author) Drew Westen

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    DescriptionThe 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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  • Full bibliographic data for The Undecided Brain

    The Undecided Brain
    Eight Ways to Persuade the Doubting, Ambivalent, and Confused
    Authors and contributors
    By (author) Drew Westen
    Physical properties
    Format: Hardback
    Number of pages: 384
    Width: 155 mm
    Height: 235 mm
    ISBN 13: 9781586489106
    ISBN 10: 1586489100

    Warengruppen-Systematik des deutschen Buchhandels: 17430
    BIC E4L: POL
    B&T Merchandise Category: GEN
    B&T Book Type: NF
    BIC subject category V2: JM
    Nielsen BookScan Product Class 3: T7.0
    BIC subject category V2: KJP, JPF, JPVL
    Ingram Subject Code: BE
    B&T General Subject: 650
    Libri: I-BE
    Ingram Theme: CHRN/21CNTY
    BISAC V2.8: POL015000, BUS007000, POL008000
    Abridged Dewey: 324
    LC classification: JK
    BISAC V2.8: POL042000, SEL021000, PSY008000
    DC22: 324.73
    BISAC V2.8: HIS036070
    Thema V1.0: JM, JPWC
    The Perseus Books Group
    Imprint name
    Publication date
    30 December 2013
    Publication City/Country
    New York
    Author Information
    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.