Cultic Studies Review, Vol. 3, Nos. 2 &3, 2004, Page 161
activities‖ that ‗define our social being‖ and should be used wisely to ―illuminate and not
electrocute‖ (244).
Summing up, the distinguishing features of this book are its readability, clarity, timeliness,
and use of many examples. There are chapter end notes from two to four pages and a 12-
page two column index. It is fairly well referenced but some relevant material is omitted.
Homage is justifiably paid to Festinger and Zimbardo but omits Pavlov and Skinner on
conditioning and Elizabeth Loftus‘ research on how memory can be shaped. Freud is given
short shrift with a reference to his comment about ―times when a cigar is just a cigar‖
omitting his work on the pleasure principle, immediate gratification, and defense
mechanisms, as also Piaget on egocentrism, Erickson on trust, identity, shame and guilt,
and Klein on object relations. However, these weaknesses are far overshadowed by the
book‘s strengths. Highly recommended as a concise sourcebook to learn the negative
aspects of manipulation in sales, advertising, politics, and religion.
Frank MacHovec, Ph.D.
Center for the Study of the Self, Gloucester, VA
activities‖ that ‗define our social being‖ and should be used wisely to ―illuminate and not
electrocute‖ (244).
Summing up, the distinguishing features of this book are its readability, clarity, timeliness,
and use of many examples. There are chapter end notes from two to four pages and a 12-
page two column index. It is fairly well referenced but some relevant material is omitted.
Homage is justifiably paid to Festinger and Zimbardo but omits Pavlov and Skinner on
conditioning and Elizabeth Loftus‘ research on how memory can be shaped. Freud is given
short shrift with a reference to his comment about ―times when a cigar is just a cigar‖
omitting his work on the pleasure principle, immediate gratification, and defense
mechanisms, as also Piaget on egocentrism, Erickson on trust, identity, shame and guilt,
and Klein on object relations. However, these weaknesses are far overshadowed by the
book‘s strengths. Highly recommended as a concise sourcebook to learn the negative
aspects of manipulation in sales, advertising, politics, and religion.
Frank MacHovec, Ph.D.
Center for the Study of the Self, Gloucester, VA
