Influence: The Psychology of Persuasion (Collins Business Essentials)

by Robert B. Cialdini

But then the bidding started. ABC opened with two million. I came back with two point four. ABC went to two point eight. And the fever of the thing caught us. Like a guy who had lost his mind, I kept bidding. Finally, I went to three point two; and there came a moment when I said to myself, “Good grief, if I get it, what the heck am I going to do with it?” When ABC finally topped me, my main feeling was relief. It’s been very educational.17 According to interviewer Bob MacKenzie, when Wood made his “It’s been very educational” statement, he was smiling. We can be sure that when ABC’s Diller made his “never again” announcement, he was not. Both men had clearly learned something from the “Great Poseidon Auction.” But for one, there had been a $1 million tuition charge.