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They've spent 3,000 years perfecting the pitch. You've spent zero minutes learning the defense.
Every sales tactic ever invented runs on the same handful of levers - urgency, liking, authority, scarcity, reciprocity, commitment. Consumer Judo exposes 32 of them: the play (what they're doing), the tell (how to spot it live), and the judo move (how to turn it against the seller).
But this is no mere handbook. It's a field guide to 3,000 years of persuasion - from the bazaar haggle to Sun Tzu, from Machiavelli's princes to the revival-tent preachers, from Bernays to the behavioral labs - and an honest reckoning with the science: which findings survived replication, which collapsed, and what that means for everything you thought you knew about why you buy.
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