Influence: The Psychology of Persuasion (Collins Business Essentials)

by Robert B. Cialdini

So, once a man has been induced to take action that shifts his self-image to that of, let’s say, a public-spirited citizen, he is likely to be public-spirited in a variety of other circumstances where his compliance may also be desired, and he is likely to continue his public-spirited behavior for as long as his new self-image holds.