Explanations

Underpinning all of these are many sound academic researches and theories which form the deeper explanations for how persuasions work.

Explanations include:

Academic Theories: Lots of academic theories:
- In an alphabetic list
- And also in clusters of similar theories.
Motivation: The overall subject of what drives us (and where changing minds often needs to be). Including:
- Needs: Details and models about these pre-programmed systems.
- Emotions: How we feel the way we do (and are drive to action).
- Beliefs: The bedrock of our assumptions.
- Values: The rules we live by (in order to live with others).
- Goals: The things we try to achieve to meet our needs
- Memory: How we store, recognize and recall.
Processing: The thinking that leads to action.
- Our unique SIFT Model that provides a simple model for understanding what goes on inside our heads.
- Decisions: The processes by which we weigh up choices and build intent.
- Meaning: The meaning we make from our experiences.
- Trust: The social glue that is the gateway to persuasion.
- Preferences: The biases that we apply to our choices.
- Brain stuff: Deeper stuff about how the brain works.
Other stuff:
- Behaviors: That result from our decisions, including lots on:
  - Addiction: Getting hooked.
  - Body language: Basic non-verbals.
  - Conditioning: Pavlov's dogs.
  - Coping Mechanisms: How we handle stress (includes Freudian Defense Mechanisms).
  - Games: The games we play to handle life.
  - Lying: Telling fibs.
- Understanding body language: Non-verbal communication.
- Critical Theory: Deep challenge.
- Culture: How we socially act together.
- Gender: Differences between men and women.
- Identity: Complexities of the self.
- Learning Theory: How we get to make sense.
- Personality: What makes us who we are.
- Power: Our capability to act. Where we get it and how we use it.
- Psychoanalysis: From the early years.
- Groups: How groups and teams of people behave.
- Social Research: philosophers, philosophies and the search for meaning.
- Stress: What winds us up.

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