Table of Contents
Introduction 1
1 The Categorization Instinct 17
2 A Heap of Trouble 32
3 When Categories Collide 48
4 The Dark Side of Black and White 69
5 The Viewfinder Principle 87
6 The Complexity of Simplicity 111
7 The Rainbow That Might Have Been 131
8 The Frame Game 152
9 Where There's a Why There's a Way 188
10 Supersuasion 209
11 Undercover Influence: The Secret Science of Getting What You Want 232
12 Redrawing the Lines 262
Postscript: The Wisdom of Radicals 300
Appendix I The linguistics and perception of colour 313
Appendix II Assess your own need for cognitive closure 315
Appendix III A brief history of frames 317
Appendix IV Berinmo versus English colour space 320
Appendix V The three evolutionary stages of black-and-white thinking 323
Appendix VI Black-and-white thinking through the centuries 327
Appendix VII The essentials of essentialism 329
References 331
Acknowledgements 363
Index 365