Influencing Human Behavior

A 1920 classic on why emotions and beliefs, not pure logic, move people to act. MacPherson explains suggestion, the role of feeling, and how to present a case that wins agreement.

William MacPherson

A pioneer of applied psychology explains how people deliberate, why suggestion often beats argument, and how to present a proposal so it gets accepted.

Walter Dill Scott

A concise open textbook on the main theories of persuasion, from the Theory of Planned Behavior to fear and hope appeals, with real-world applications for each model.

Amber K. Worthington