Pt. 1. A new framework for understanding persuasion -- Ch. 1. Introduction -- Ch. 2. How does persuasion work? -- Pt. 2. The five styles of decision making - and how to influence each -- Ch. 3. The charismatic decision maker -- Ch. 4. Persuading the charismatic decision maker -- Ch. 5. The thinker decision maker -- Ch. 6. Persuading the thinker decision maker -- Ch. 7. The skeptic decision maker -- Ch. 8. Persuading the skeptic decision maker -- Ch. 9. The follower decision maker -- Ch. 10. Persuading the follower decision maker -- Ch. 11. The controller decision maker -- Ch. 12. Persuading the controller decision maker -- Pt. 3. The pragmatics of persuasion -- Ch. 13. How to read people -- Ch. 14. Common mistakes -- Ch. 15. Putting persuasion to the test -- Ch. 16. Conclusion -- App. I. About the research -- App. II. The twelve components of decision making.