The book is well footnoted and uses as its examples the actual experiments performed.
Re:How to Be Persuasive
by prostoalex on Sunday May 17, 2009 @12:39PM
(#613590)
Sources for all the research are quoted in the appendix to the book.
I think you're oversimplifying a field you're not familiar with though, it's like a non-hacker saying that all you need to store data is to set up a microsoft Access database, and you're good to go. It's correct, but misses a lot of problems and subtleties.