Influence: The Psychology of Persuasion

by Robert B. Cialdini

The experimenters discovered motorists would wait significantly longer before honking their horns at a new luxury car stopped in front of a green traffic light than at an older economy model. The motorists had little patience with the economy-car driver. Nearly all sounded their horns, and the majority of these did so more than once; two simply rammed into the rear bumper. So intimidating was the aura of the prestige automobile, however, that 50 percent of the motorists waited respectfully behind it, never touching their horns until it moved on after fifteen seconds.

In general, the main reason for such swings in the direction of a choice has to do with another fundamental principle of social influence. Like the other principles, this one lies deep within us, directing our actions with quiet power. It is our desire to be (and to appear) consistent with what we have already said or done. Once we make a choice or take a stand, we encounter personal and interpersonal pressures to think and behave consistently with that commitment. Moreover, those pressures will cause us to respond in ways that justify our decision.1

those who live in ethnically or racially diverse neighborhoods become more likely to identify with all humanity,

I learned a major truth: If you put yourself in the shoes of someone in need, they’ll likely take you to their owner’s aid.

The “We Are the World” position is captured wonderfully in the quote attributed to the ancient Roman philosopher Seneca: “We are waves of the same sea, leaves of the same tree, flowers of the same garden.”

Information does not translate directly into knowledge. It must first be processed—accessed, absorbed, comprehended, integrated, and retained.