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Amy Cuddy, profesor de psihologie la Universitatea Harvard, impreuna cu alti doi colegi, Susan Fiske si Peter Glick, au analizat timp de 15 ani modul in care se formeaza prima impresie si au ajuns la concluzia ca exista un model care poate fi aplicat in absolut toate interactiunile umane.
In cartea sa, Presence, Cuddy explica ca in momentul in care un om intalneste un alt om pe care atunci il vede pentru prima oara, instant isi pune doua intrebari:
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