David Stark

Develop and Record a Plan is a deep, engaging exploration of the psychology of persuasion, automatic human behavior, and the hidden mechanisms that shape how people say “yes.” Blending personal experience, experimental social psychology, and immersive field research, the book uncovers the six major principles of influence—reciprocation, consistency, social proof, authority, liking, and scarcity—and shows how they operate in real-life situations.

Through stories, research, and undercover observations inside sales groups, fundraising organizations, and advertising environments, the author reveals how influence professionals skillfully trigger automatic human responses. Readers learn how mental shortcuts—such as reacting to a single word like “because,” trusting the appearance of authority, or responding to “free gifts”—can lead us to comply without conscious thought.

The book also examines how these principles form the foundation of social interaction and decision-making, explaining why people return favors, honour commitments, and rely on stereotypes to navigate a complex world. Using vivid examples—from turkey chick “cheep-cheeps,” supermarket free samples, political favors, Hare Krishna donation tactics, and psychological experiments—the book shows how influence operates automatically and why understanding these forces is essential for both protection and ethical persuasion.

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Develop and Record a Plan: Research on Persuasion: A Scientific Framework

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