Russell H. Granger

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

If you’re in the catalog/multichannel business, you’re in the advertising business. And if you’re in the ad business, let’s face it: Much, if not all, of what you and your company does is to try to persuade people to buy your products. In his new book “The 7 Triggers To yes: The New Science Behind Influencing People’s Decisions,” (McGraw-Hill, 2008) author Russell H. Granger provides his formula for influencers that affect the human thought process. Through his research, Granger concludes the human brain has its own internal triggers for decision making. And these triggers are activated by the emotional, not the rational, centers

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