Chapter 3 Mass Communication, Propaganda, and Persuasion

Here is the plan: If you and your opponent are to present your arguments back to back, and if the election is still several days away, you should speak first. … But if the election is going to be held immidiately after the second speech, and there is to be a prolonged coffee break between the two speeches, you would do well to speak last (P96)

Chapter 4 Social Cognition

Choice 1:

• If Program A is adopted, 200 people will be saved.

• If Program B is adopted, there is one third probability that 600 people will be saved and a two thirds probability that no people will be saved

(72 percent of their subjects selected A)

Choice 2:

• If Program A is adopted, 400 people will die.

• If Program B is adopted, there is a one third probability that nobody will die and a two thirds probability that 600 people will die.

(78 percent of their subjects selected B)

People dislike losses and seek to avoid them. It is more painful to give up $20 then it is a pleasurable to gain $20.