The Persuaders : the hidden industry that wants to change your mind

The way human beings persuade one another is changing. Every day people will try to change your mind but they won't reason with you. Instead you'll be nudged, anchored, incentivised and manipulated in barely noticeable ways. It's a profound shift in the way we interact with each other. Philosopher James Garvey explores the hidden story of persuasion and the men and women in the business of changing our minds. From the covert PR used to start the first Gulf War to the neuromarketing of products to appeal to our unconscious minds, he reveals the dark arts practiced by professional persuaders. How did we end up with a world where beliefs are mass-produced by lobbyists and PR firms? Is it too late, or can we learn to listen to reason again? The Persuaders is a call to think about how we think now. An eye-opening exposé of the men and women who change our minds.