Hidden Persuasion

33 Psychological Influences Techniques in Advertising



ISBN: 9789063695316 Category:

Marc Andrews, Matthijs van Leeuwen, Rick van Baaren


Visual messages are omnipresent in our daily life. They are constantly attempting to persuade us to buy, learn and act. Some are more successful than others in influencing our behavior and choices. What is the secret power of these messages? How do they succeed in changing our behavior?

This book analyzes advertising beyond the persuasive power of the imagery itself. It explains the psychology behind 33 effective influence techniques in visual persuasion and how to apply them.

All techniques are supported by rich visual references and additional information on the psychology of behavior change.

Additional information

Weight 534 g
Dimensions 17.3 x 23.1 cm
Publisher name BIS Publishers
Publication date 15 June 2019
Number of pages 192
Format Paperback / softback
Dimensions 17.3 x 23.1 cm
Weight 534 g

Marc Andrews is a psychologist, art director and designer. He holds a master's degree in Behavioural Science and a Master of Arts in Graphical/Editorial Design.

Dr. Matthijs van Leeuwen is an assistant professor of Social Influence and Persuasion at the Radboud University of Nijmegen. His research focusses on direct and long-term change using high involvement persuasion techniques, and how to circumvent behavioural resistance.

Prof. dr. Rick van Baaren is professor of Behavioural change and Society at Radboud University Nijmegen. His research focuses on different kinds of conscious and unconscious behavioural influence and has been published in authoritative international scientific journals. His work has also been featured in the New York Times, the Discovery Channel and Die Welt, among others.