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Title: Good to read if you want to induce a coma.
Review: I have a theory about people who rate products with one star--they are basically clueless whiners. So, when I read the one star reviews of Luntz's book, my first thought was that these were just some pedantic elites with sunburns on the inside of their nostrils. I'm going to have to change my theory because they were right.Most of the main ideas are fairly common knowledge. I thought Luntz would get into more of the psychology of his work, but he drones on with example after example after example. Frank, we got the point after the first example.Click on the Table of Contents, read that, and you will save yourself a few bucks.
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