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To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others, by Daniel H. Pink

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People opened useful messages for extrinsic reasons; they had something to gain or lose. They opened the other messages for intrinsic reasons; they were just curious.
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To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others
To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others
by Daniel H. Pink
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