# of Tactics?
After spending ten years immersed in the topic of social influence,
my impression is that the field is filled with thousands of fascinating
findings and tactics held together by a loose and perplexingly
weak connective structure. "Laws" of social influence
are hotly contested whenever a particularly brave researcher
claims to have found one.
In sum, the theoretical connective tissue of our science is
in a formative state of development. But within the intellectual
universe of social influence, there are brilliant constellations
of theories and results that are remarkably reliable.
What this means for most of us is that there are thousands
of efficient influence tools awaiting our use (and more appearing
each passing year), but no definitive publication telling us
how to apply them. Fortunately, some brave souls are attempting
to address this problem and bring order to the field. Learn about
one of the fundamental contributions to the science by Petty
& Cacioppo and Chaiken regarding mindfulness and mindlessness
on the next page . . .
Copyright © 1997 by Kelton Rhoads, Ph.D.
All rights reserved.
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