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Michael F. Schein is a writer, speaker, and founder of the marketing agency, MicroFame Media. In his new book, The Hype Handbook, he explores the antics of historically successful \\u201chype artists\\u201d\\u2014cult leaders, music promoters, propagandists, etc.\\u2014to extract 12 common strategies that get people excited about and committed to new ideas.

In our conversation, we talk about how \\u201chype\\u201d is or is not the same as \\u201cpersuasion,\\u201d how much we\\u2019re able to learn from stories of historical hype artists, and the ethical and practical limits of hype.

Check out my new audio course on Knowable: "The Science of Persuasion."

For a transcript of this episode, visit: http://opinionsciencepodcast.com/episode/hype-with-michael-f-schein/

Learn more about Opinion Science at http://opinionsciencepodcast.com/ and follow @OpinionSciPod on Twitter.

For a transcript of this episode, visit this episode's page at: http://opinionsciencepodcast.com/episodes/

Learn more about Opinion Science at http://opinionsciencepodcast.com/ and follow @OpinionSciPod on Twitter.