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Chapter 2. Definitions

The term “persuasion” will be central to this book, and it will be useful to clarify what it means.

PERSUASION refers to any attempt (successful, we hope!) to influence the actions or judgments of others by talking or writing to them. Many people use “persuasion” more broadly than this—to include use of physical force, or cases in which “we persuade ourselves,” for instance. In this book though, “persuasion” will always mean Person A speaking or writing seriously to influence Person B.


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