Top Highlights

• "There's nothing stronger than gentleness."
• Mario had me going on all three fronts. First, I was seduced by his appeal as a person-his nonthreatening, trustworthy, family-man come-on.
• Betty's secret? Research shows that three characteristics are related to persuasiveness: perceived authority, honesty, and likability.
• Studies show that Americans are particularly susceptible to three types of authority symbols: titles, clothing, and luxury cars.1
• People are perceived as more credible when they make eye contact and speak with confidence, no matter what they have to say.