Persuasion, influence, and change are familiar domains in psychiatry. Frequently, therapists attempt to identify and understand the cognitions, affects, and perceptions their patients have developed or acquired and then, by a number of means, trigger therapeutic changes. Whereas they spend much work in the therapeutic setting attempting to delineate the mechanisms that produce such transformations and to influence change, physicians are often in a similar relationship with the pharmaceutical industry. However, in this relationship, they are the recipients of persuasion and influence.
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