Pinkcast 4.32. Here’s how adding two letters can boost your powers of persuasion.

LINKS AND FURTHER READING:

• You can find out more about Jonah and his research on his website.
• His latest book is Magic Words: What to Say to Get Your Way (Find it at Amazon | BN.com | Bookshop).




• The first study mentioned in the video, a 2014 paper in Child Development, is “‘Helping’ Versus ‘Being a Helper’: Invoking the Self to Increase Helping in Young Children.” The second is “Motivating voter turnout by invoking the self,” which appeared in a 2011 edition of Proceedings of the National Academy of Sciences.