The undecided brain : eight ways to persuade the doubting, ambivalent, and confused

Apart from those people who are chronically indecisive, which is a clinical condition, the fact that we are undecided creates a vast array of opportunity for those people who can help us make up our minds. This book explores and explains the psychology of undecidedness, and what it takes to move voters, consumers, or jurors, off the fence.
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