Anthony Pratkanis PhD is a professor of Psychology at University of California Santa Cruz and is interested in social influence - how the social world determines attitudes and beliefs and how, in turn, those individual beliefs affect the social world. Dr Pratkanis talks to Dr Kedar Sankholkar about how important communication and influence is in establishing a doctor-patient relationship and ensuring the health of patients. From Dr Pratkanis- "The doctor is the quarterback of a web of persuasion and communication." "You're operating in a situation where a lot of patients are facing fear... remember fear chews up cognitive capacity; and what sounds simple to you may not be simple for someone consumed by fear." "One of the best social influence tactics to use is - 'self generated persuasion:' getting the person to argue for your point of view. Eg. Instead of lecturing the patient on why smoking is bad, have them lecture you on what you should tell other patients to help them to quit smoking." Magic Of Medicine

you're emotionally available to others in your life."

Enjoy!

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