James C. Crimmins
James C. Crimmins is an authority on persuasion with a PhD in his field of interest.
He has worked in advertising, which informs his practical examples and insights in the book.
Crimmins combines knowledge from neuromarketing studies to create a comprehensive guide on persuasion techniques.
His approach focuses on appealing to the automatic decision-making system in the brain, which he refers to as the "lizard inside." Crimmins' writing style is described as clear, concise, and easy to understand, making complex concepts accessible to a wide audience.
His work is considered valuable for both marketing professionals and general readers interested in understanding persuasion in daily life.
