This book is so interesting that I literally could not put it down for hours. I had to set aside time to read it because I knew after the first few pages that I wouldn't be able to stop. The author, Kevin Dutton, has an amazing way with words that is both intellectual and hilarious and keeps you turning pages. The engaging language is coupled with incredible and awe inspiring anecdotes and examples of persuasion in practice that boggle the mind. I found myself uttering 'oh my God, he's right' so often I started to annoy myself with my naivety. This is a definite must read and I would recommend it to anyone and everyone.

This is an absolutely fantastic book. I heard the author on Radio 4 and went out to buy it. Was very difficult to find in the shop - was not even in the special 'popular science' section. Anyway, they finally found a copy hidden away in the business section. Read the whole thing in almost one sitting and now reading again. Not only is this a great book about persuasion, it is also a great book about biology and psychology and how persuasion has evolved. The Persuasion Instinct chapter is a must read. Waterstones should have this up-front. One of the best popular science books I have read in ages. Highly recommended.