Nathan

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No matter how weakened his ego may have become after thirty years of wordless stagnation in a hospital ward, it was involved in the outcome of the match. Why? Because he, personally, would be diminished by a hometown defeat. How? Through the principle of association. The mere connection of birthplace hooked him, wrapped him, tied him to the approaching triumph or failure.
Influence: The Psychology of Persuasion (Collins Business Essentials)
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