Influence: The Psychology of Persuasion

by Robert B. Cialdini

Clearly, then, as a victim you must do more than alert bystanders to your need for emergency assistance; you must also remove their uncertainties about how that assistance should be provided and who should provide it. What would be the most efficient and reliable way to do so? Based on research findings, my advice would be to focus on one individual in the crowd, then stare at, speak to, and point directly at that person and no one else: “You, sir, in the blue jacket, I need help. Call 911 for an ambulance.” With that one utterance, you would dispel all the uncertainties that might prevent or delay help. With that one statement you will have put the man in the blue jacket in the role of “rescuer.” He should now understand that emergency aid is needed; he should understand that he, not someone else, is responsible for providing the aid; and, finally, he should understand exactly how to provide it. All the scientific evidence indicates the result should be quick, effective assistance.