Why are self-confident ignoramuses so often believed?
Why are thoughtful experts so often given the cold shoulder?
And why do apparently irrelevant details such as a person’s height, their relative wealth, or their Facebook photo influence whether or not we trust what they are saying?
When deciding whether or not someone is worth listening to, we think we carefully weigh their words and arguments. But those are far from being the only factors that hold sway with us.
In this groundbreaking new book behavioural experts Stephen Martin and Joseph Marks pinpoint the eight powerful traits that determine who gets heard and who gets ignored. They show how such apparently irrelevant details as a person’s appearance or their financial status influence our response to what they have to say, regardless of its wisdom or foolishness. They explain how trust is won, even when it may not be deserved. They analyse the nature of the charismatic speaker and the verbal and physical cues they employ. And they demonstrate how the
