Why is change so hard? How can we make iteasier? How do we influence people without harsh tactics andmanipulation? Are there better ways to change that truly last?

Erik Van Alstine's revolutionary book Automatic Influence answers these questions with simple and fascinating style, supported by leading-edge science and a compelling new view of perception, emotion,motivation, and behavior.

Automatic Influence reveals aprofound power source in human nature, like a red button in the basement of the mind, that energizes every emotion, drives every decision, andactivates every action. When we try to change without triggering thispower, change is hard.