How to get exactly what you want

Lifting the lid on the science of persuasion. Cajole your boss into giving you a raise, win someone round to your point of view, or persuade your partner it's their turn to put out the trash - getting people to do what you want can be very handy. Persuasion is a key element of all human interaction, from politics to marketing to everyday dealings with friends, family and colleagues. "Persuasion is a basic form of social interaction," says Eric Knowles, emeritus professor of psychology at the University of Arkansas in Fayetteville. "It is the way we build consensus and a common purpose.". Unfortunately persuasion is both notoriously difficult to pull off and almost impossible to resist when done well. Psychologists have long been fascinated by persuasion - why some people are more persuasive than others and why some strategies work where others fail. Over the next six pages we bring together some recent insights into the science of persuasion. For those who don't want to be persuaded, there are lessons here too. Knowing the strategies charmers and advertisers adopt can help you resist their guile. Reporting by Dan Jones and Alison Motluk. © 2008 Reed Business Information Ltd, England.