Paul McKenna
Doctor of Philosophy by Explication (DPhil)

Abstract

The study focuses upon:

• The basic social processes, which underpin every situation where communication or persuasion is taking place;
• Key components that will be present in any influence situation;
• Fundamental processes of building and maintaining strong relationships;
• The basic patterns of the 'language of influence' which follow the natural logic of the unconscious mind;
• The patterns of influence and persuasion present in advertising, political speech and religion.
• How I have applied the principles of persuasion and influence in my businesses.