- The Hidden Persuaders (1957): This classic book, written in collaboration with Vance Packard, exposes the techniques used by advertisers and marketers to influence consumer behavior. It explores how hidden persuasion techniques can be used to manipulate people's choices, desires, and beliefs.
- Subliminal Seduction: Advertisers' Secret Weapon (1973): This book delves into the controversial topic of subliminal advertising and its potential impact on consumer behavior. Mehl presents evidence and case studies suggesting that subliminal messages can influence buying habits, emotions, and preferences, challenging the ethical and legal implications of such practices.
- The Psychology of Selling (1980): In this book, Mehl combines psychology and salesmanship to provide practical advice for professionals looking to effectively reach and influence their customers. He explores the buyer's decision-making process, understanding consumer needs, and employing effective communication techniques to maximize sales.
- The Elements of Persuasion: How to Persuade Anyone to Do Anything (2001): This book is a practical guide on the principles of persuasion, drawing from both psychology and neuroscience. Mehl shares essential strategies for influencing and persuading people, ranging from everyday life situations to business negotiations.
These are just a few examples of Ron Mehl's contributions to the fields of marketing, branding, and consumer behavior. Through his research and publications, he has shed light on the psychological aspects of advertising, persuasion, and consumer decision-making, offering insights valuable for both academics and practitioners in the business world.