Persuasion works through personality, emotion, attitudes, perceptions, and a variety of mind tricks and games, played most often on the unsuspecting. This book begins by highlighting academic research into the psychological aspects of persuasion because all of the factors just mentioned are, in fact, powerful and pervasive in everyday life. It then goes beyond this psychological perspective, however, to argue that there are two other means of persuasion, namely social and cultural forces, that are located between and among people rather than inside individuals. Those forces, I argue, persuade us as fully and as regularly as anything located within us, but are more difficult to see and hear unless we tune into them. This book explore psychological, social and cultural dimensions of persuasion, as providing together a fuller picture than any of them could do separately of the complicated realities of how people influence one another.