How Minds Change

Pages: 352
Subject: Popular Psychology
Imprint: Oneworld

How Minds Change

The Science of Belief, Opinion and Persuasion

David McRaney

Our most deeply held opinions and beliefs can be changed - here's how.
9781786071644 (23 Jun 2022)
RRP £18.99

The Book

Genes create brains, brains create beliefs, beliefs create attitudes, attitudes create group-identities, group identities create norms, norms create values, and values create cultures. The most effective persuasion techniques work backwards.

Ideas sweep across cultures in waves, beginning with early adopters who reduce uncertainty for the rest of the population. It's rarely because the innovation is amazing in and of itself, but because early adopters signal to the group that it's safe to think again.

This book explains how minds change - and how to change them - not over hundreds of years, but in less than a generation, in less than a decade, or sometimes in a single conversation.

Additional Information

Subject Popular Psychology
Pages 352
Imprint Oneworld


About the Author

David McRaney is a journalist, author and podcaster. His blog exploring how we delude ourselves laid the groundwork for his first book, You Are Not So Smart, which became an international bestseller and was translated into fourteen languages. He lives in Hattiesburg, Mississippi. @davidmcraney

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