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How minds change : the new science of belief, opinion and persuasion / David McRaney.

Item Information
Shelf Location	Collection	Volume Ref.	Branch	Status	Due Date
302.13 MCR	Adult Non Fiction		Adult Lending	. Available .

Catalogue Information
Field name	Details
ISBN	9781786075949
Classification	302.13 MCR
Personal Name	McRaney, David
Title	How minds change : the new science of belief, opinion and persuasion / David McRaney.
Production & Copyright Details	London : Oneworld, 2022.
Production & Copyright Details	©2022.
Physical Description	xx, 330 pages ; 23 cm.
Content type	text
Bibliography	Includes bibliographical references and index.
Summary Note	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.
Subject - Topical Term	Social influence
	Decision making -- Psychological aspects
	Change (Psychology)