'An engaging, highly readable survey of the sophisticated methods of persuasion we encounter in various situations. From television to telemarketing and from self-deception to suicide cults, Levine takes a hard look at all the ways we attempt to persuade each other - and how and why they work (or don't)...The next time you wonder what possessed you to pay $50 for a medallion commemorating the series finale of Friends, you'll know where to turn' - Slashdot.org. 'If you're like most people, you think advertising and marketing work - just not on you. Robert Levine's The Power of Persuasion demonstrates how even the best-educated cynics among us can be victimized by sales pitches' - The Globe and Mail. 'Levine puts [his] analysis in the service of his real mission - to arm the reader against manipulation' - The Wall Street Journal.'This wonderful book will change the way you think and act in many realms of your life' - Philip Zimbardo former president, American Psychological Association.