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Persuading without coercion

Instead of pressing harder on the accelerator, Mr Berger advises removing the parking brake and wheel chocks

If pushing harder won’t get a person to change his mind, what will? In this book, Wharton School professor Jonah Berger offers an alternative approach
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If pushing harder won’t get a person to change his mind, what will? In this book, Wharton School professor Jonah Berger offers an alternative approach

Sanjay Kumar Singh
As kids my brother and I spent our holidays in our grandfather’s village. From the point where the pucca road ended, we had to travel five kilometres along a dusty — or muddy, if it was the rainy season —track to reach his village. In the late 1970s, this part of the journey had to be undertaken on a bullock cart. One year, we came to an intersection. My uncle explained that the government had built a new track that was shorter and in better shape. Alas, the pair of oxen insisted on taking the road to which they had
Topics : BOOK REVIEW