As I’ll explain in this book, inducing fear is often a weak approach to persuasion; in fact, in most cases, inducing hope is more powerful. However, under two conditions, fear works well: (a) when what you are trying to induce is inaction and (b) when the person in front of you is already anxious. (Location 112)
A study conducted at Harvard University found that people were willing to forgo money so that their opinions would be broadcast to others. (Location 126)
It is a nifty feature of our brain, because it ensures that knowledge, experience, and ideas do not get buried with the person who first had them, and that as a society we benefit from the products of many minds. (Location 130)
