Table of Contents
Introduction 1
Getting mobsters to turn themselves in … Why pushing doesn't work … A different approach to change … Finding the parking brakes … Catalysts REDUCE roadblocks.
1 Reactance 15
Why people eat detergent … When warnings become recommendations … Might choice make you live longer? … Encouraging people to persuade themselves … When smokers tell people not to smoke … How hostage negotiators get people to come out with their hands up … When pushed, people push back.
Case Study: How to Change an Extremist's Mind 51
2 Endowment 61
When consumers like less reliability … Of mugs and men … Why sellers value things more than buyers … Why losses loom larger than gains … When smaller injuries hurt more … Good is the enemy of great … Why a famous explorer burned his ships … Doing nothing feels costless, but it isn't.
Case Study: How to Change a Nation's Opinion 84
3 Distance 89
What would make people less prejudiced … Why correcting false information backfires … Why political advertising is a waste of money, and when it isn't … When it's better to ask for less … Finding an unsticking point … Too far from their backyard, people tend to disregard.
Case Study: How to Change a Voter's Mind 125
4 Uncertainty 133
Changing ingrained behavior … Quantifying the uncertainty tax … How to make money by giving things away for free … Why online retailers are opening physical stores … What dog shelters have in common with REI … Easier to try, more likely to buy.
Case Study: How to Change the Boss's Mind 170
5 Corroborating Evidence 177
Getting heroin addicts to quit … Why changing minds is like trying to tip a seesaw … How to solve the translation problem … When people check to see if they have a tail … Which sources are most impactful? … When to concentrate scare resources and when to spread them out … Some things need more proof.
Case Study: How to Change Consumer Behavior 208
Epilogue 215
When Israelis and Palestinians hold hands … Find the root … How to REDUCE roadblocks
Acknowledgments 231
Appendix: Active Listening 233
Appendix: Applying Freemium 237
Appendix: Force Field Analysis 239
Notes 243
Index 259