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Entries in italics refer to illustrations.
ABC TV, 280–81
Abraham, 209
Abrams, Robert, 256
abundance, 250
Academy Awards, 120–21
accidental deaths, 168–77
acting together, 398–409, 417, 423, 436
actors, 193, 214, 232, 443
Adams, Scott, 90, 215, 414
adaptation, 25
adolescents, 164, 465n
helping family members, 481n
psychological reactance and, 259–61, 289
suicide and, 171–72, 171
advertising, xvii, 8. See also specific advertisers; and types of ads
authority and, 212–14, 213, 227
celebrities, 112
attractive models and, 109–10, 116
average-person testimonials and, 164, 192, 192
faked social proof and, 193
familiarity and, 96
liking and, 93
moon landing and, 111–12
music and, 403, 405
naturalness and, 111
Olympics and, 112
scarcity and, 278
social proof and, 130, 443
“the many” and, 157
trustworthiness and, 228, 469n
Advertising Age, 112
advice, 414–16, 487n
affinity schemes, 368–69
Afghanistan, 30, 393, 453n
age, consistency and, 358–59, 362, 477n
aggression, 84, 204, 216, 465n
Ahearn, Brian, 43
AIDS education, 315
“Ain’t No Sunshine” (song), 403
Airbnb, 13
airlines
aisle seat and, 30–31
crashes and, 10, 11, 168–70, 172–73, 175, 195, 451n, 467n
hijackings and, 174
overbooked, 20–21
social proof and, 195
Alawis, 26
alcohol and drug use, 131, 185, 187, 376, 465n, 466n
Algoe, Sara, 455n
Allen, Irwin, 280
All My Children (TV series), 212
altercasting, 93–94, 459n
Amazon
online reviews, 13, 393, 464n, 483n
“Pay to Quit” program, 291–93, 473n
American Association of Retired Persons (AARP), 359
American Cancer Society, 304
American Life, An (Magruder), 60
American Revolution, 272
American Salesman, 310
Amway, 40–41, 319–20
Amway Career Manual, 40–41
amygdala, 162
Anabaptists, 135, 463n
analysis, 402, 405, 450n–51n
paralysis of, 442
Anderson, 454n
animals, 2–4, 438, 450n
Anthony, Albert, 328
anthropologists, 24, 45, 71, 453n
antibiotics, 349
antilittering signs, 185
antiphosphate ordinance, 262–63
antitheft signs, 184–86
antiwar marches, 84, 458n
Antony and Cleopatra (Shakespeare), 107
Apple iPhones, 193, 243–45, 243, 247
appliance stores, 250–51
Arab Americans, 367–68, 367
Argonauts of the Western Pacific (Malinowski), 453n
Ariely, D., 449n
Arizona State University, 118
Armstrong, J. Scott, 405
Armstrong, Thomas, 135–42
Aron, Arthur, 406, 422
Aron, Elaine, 406–7, 422, 486n
Aronson, Elliot, 97–98, 101, 333–34, 460n
art appreciation, 28–29, 452n
art auctions, 226
Asimov, Isaac, 372, 479n
Associated Press, 35, 358
association, 122, 125
bad odors and, 114
bad vs. good news and, 116–17
celebrities and, 112–13
fundraising meals and, 114–16
liking and, 107–17, 461n–62n
naturalness and, 111
negative, 107–9, 114
Olympics and, 112
Pavlov’s dogs and, 115–16, 115
positive, 109–11
reflected glory and, 119–21
space and, 111–12
sports and, 117–20
success and, 117–21
Astrogen, 217
athletes, 112
attentional focus, 247, 426–29, 436, 484n, 489n
attitudinal similarities, 385
Auden, W. H., 453n
Austin, Texas, schools, 97–98
Australia, 51, 379–80
Indigenous groups and, 424
Australia-France mutual aid, 453n
authority, xvii, 199–240, 467n–70n
automaticity and, 9, 439, 446
blind obedience and, 208–13, 467n–68n
credentials and, 232–33, 430
credibility and, 225–31, 239
defenses vs., 231–40
eboxes on, 218–19, 229–31, 253
expertise and, 226, 231–33, 238, 239
faking symbols of, 216, 231, 430
medicine and, 216–18
Milgram experiments and, 200–207, 202, 238–39
perceptions of size and, 215
protesters and, 207–8
Reader’s Reports on, 211, 222–25, 237–38
scarcity and, 267
sly sincerity and, 233–34
social proof and, 188
status and, 222–23
titles, clothing, and trappings of, 213–27, 239
trustworthiness and, 226–32, 237–39
Tupperware parties and, 75
uncertainty and, xviii, xix
underestimating influence of, 224, 231, 239
automaticity (automatic behavior; click, run responding), 3–5, 21. See also influence levers; and specific levers
bad weather and, 107
Christmas cards and, 23
efficiency of, 7–9
exploiters of, 15–16, 22
humans and, 4, 21–22, 450n
modern, 439–40, 442–43, 446
personal stakes and, 9–10
primitive or animal, 438–39
recognizing, 11–12
small favors and, 32
automatic writing, 136, 140
automobile accidents
aid in towing and, 31–32
emergencies and, 151
fatalities and, 168–74, 175
hit-and-run violations, 131, 424
jump starting and, 48
automobiles
attractive models in ads and, 109–10, 461n
electric cars and, 163
limited production and, 246
as status symbol, 223–24, 469n
automobile salesmen
“combat” vs. boss and, 104
commitment and, 341
contrast and, 19–20
deadline tactic, 254
liking and, 73, 81–82, 81, 85, 90–91, 104, 122–24, 478n
“low-ball” tactic and, 341–43
recruitment of, 133–34
Systems thinking and, 402
used, 285–87, 303–4
unity and, 365–68, 478n
autopilots, 190–91, 193, 195
average-person-on-the-street ads, 192–93, 192, 443
aviation-safety researchers, 195
Avis, 234, 470n
Awareness, 376
axe fights, 379
bacteria, 12
bad news, 107–8
Bahá’u’lláh, 488n
Baltimore white van panic, 159
“band of brothers” speech, 407–9
Bandura, Albert, 132, 463n
bank examiner scheme, 221–22
bank guard uniform, 221–22
banks, 369
charitable donations and, 24, 199–200
refer-a-friend program, 79
runs on, 194–95, 467n
security-system hackers and, 218–19
bargain-basement sales, 278–80, 279
Bargh, 450n
Bar-Ilan University, 56
Barnyard Bingo, 116
bartenders, 130
baseball teams, 250, 385
basking-in-reflected-glory effect, 119–21, 462n
Bassett, Rod, 343
beach-theft experiment, 294–95, 473n
“because” experiment, 5
behavioral science, 199
Behavioural Insights Team (BIT), 199, 467n
Beijing, China, 127, 144, 462n
Belgium, 119
Bell, Mr., 158–59
Bellow, Saul, 416
bereavement, 169–70
Bergman, Peter, 212
Berkshire Hathaway, 228–29, 382–84
Bernstein, Elizabeth, 459n
Best Buy, 445
Bezos, Jeff, 293
Bhanji, Vartan, 452n
Bhimbetka, India, 397
Bible, 477n
Bible sales, 166–68, 190
Bickman, Leonard, 220
bill paying, 131
birthdays, 23, 261, 471n
birthplace, 409
Bizzarocomics, 441
Black-White relations, 89, 97, 102, 272–74, 399, 423, 465n, 484n, 488n. See also cross-group interactions; race relations
blood donations, 63
Bloomberg, 224
bluethroat, 4, 450n
Bobbs, Pat, xiii
Bock, Hartnut, xiii
body posture, 87
boiler-room operations, 255–56
Booking.com, 249
Bookman’s resale shop, 249–50
boot camp, 334–35
Bose, 227
Boston, 455n, 480n
Boston Marathon bombings, 409, 486n
Boyle, James, xi, 449n
Boy Scouts, 52, 54, 59
brain activation, 247, 398, 458n, 464n, 478n, 488n
brands, 475n
co-creation and, 415
geography and, 183, 466n
initial letters and, 85
liking and, 461n
referrals, 476n, 487n
“the many” and, 157
breast cancer self-exams, 248
Brehm, Jack, 257, 471n
Breitling watches, 113
Brendl, C., 458n
Bronner, Frederick, 330
Buffett, Warren, 228–30, 234, 382–85, 395, 481n–82n
BUGs, 40–41
bull markets, 188
Burkin, Alice, 75, 456n
business suits, 220–21, 232
Butler, Samuel, 340
“but you are free” technique, 268
bystanders, emergencies and, 145–53, 152, 197, 464n
Cabbage Patch Kids, 302–3
Caciopo, John, 343
calcium-channel blockers, 35
calories, estimating, 16, 452n
Cambridge University, 215
camps, summer, 99–101
Canada, 62, 83
candy
Boy Scouts sales of, 52, 54
food server tips and, 32, 49
Mars landing and, 112
store offering free, 38, 454n
Captainitis, 10, 11, 451n
Carmon, 449n
Caro, Robert, 34
Carter, S., 462n
Carter, Jimmy, 34
Carto, Annie, xiii
Castro, Fidel, 316–17
Catron, Mandy Len, 405–6, 486n
cave painting, 397
CBS TV, 280, 284
celebrities, 112–14, 113, 199–200, 456n–57n
cell phones, 440
censorship, 263–68, 290
Chalcolithic era, 396, 484n
chants, 396
charitable donations, xvi, xvii, 24
bankers and, 199–200
before-the-act, 454n
commitment and, 304–5, 309–10
clothing and, 223
credit cards and, 110
dinners and, 114
“freedom to say no” and, 268
liking and, 93, 200
loss aversion and, 248
opinions of others and, 317
peer-suasion and, 164–65
personalization and, 200
petition signatures and, 312
reciprocity and, 200, 248
social proof and, 197, 465n
unsolicited gifts and, 44–46
Charles, Prince of Wales, 158
cheating, 247
Chernev, Alexander, 452n
Chesterton, G. K., 241
Chevrolets, 81
Chicago Art Institute, 146
children
authority and, 469n
because response and, 450n
Catholic priests and, 431
collaborative effort and, 415
cross-group unity and, 419–20
inner choice and, 337–40
loss of freedoms and, 275, 471n
music and, 401, 485n
obligation and, 453n
peer-suasion and, 165
portrait photography and, 254
psychological reactance and, 258–59
social proof and, 197, 463n
China
auditors and, 369
Cultural Revolution, 484n
Jews escape Holocaust to, 387–90, 393
Korean War POWs and, 307–9, 314–19, 321–22, 335–36
trash separation in, 328
Chivas Regal Scotch Whiskey, 450n
Choctaw Nation, Irish and, 410, 486n
choices
poor, and low-ball tactic, 344
too many, 440
Christian-Jewish reciprocity, 26, 453n
Christmas cards, 23
Christmas toy sales, 299–303
church collection baskets, 130
CIA, 30
Cialdini, Richard, 285–86
civil-rights movement, 273
Civil War, 272, 393
Clark, Laura, xiii
Clinton, Bill, 34
Clooney, George, 74–75, 456n, 457n
clothing
authority and, 213–14, 219–20, 222–23, 239, 469n
liking and, 84, 458n
clothing stores, 18–19, 84, 452n
CNBC, 224
CO2 emissions, 165
Coca-Cola, 269–71, 351, 472n
co-creation, 412–15, 414, 436
Code of Conduct, 429, 431, 435, 489n–90n
coercive approach, 374
cognitive overload, 446
Cohen, Michael, 210
Cohen, Ronald, 363, 391, 408–9, 482n
Cold War, 36
collaborative tasks, 420
collectors, 246
college students. See also fraternities
Black-White relations and, 89, 465n
cafeteria evaluations, 242
coed dorms and, 264
grades and contrast principle, 17–18
grades and loss aversion, 247
Colombia, 117
color, as trigger, 4
command-and-control leadership, 225
commitment, xvii, 291–362, 446, 473n–77n. See also consistency
active, 315–17, 361
age and, 358–59
automaticity and, 439
defenses vs., 350–60
effort and, 327–35, 361
escalating, 309–13, 309
financial advice and, 225
growing legs and, 340–44, 361
hearts and minds and, 313–49
individualism and, 360
inner change and, 340–44
inner choice and, 335–40, 361
job interviews and, 307
as key to consistency, 303–13
Korean War POWs and, 307–9, 316–19
“low-ball” tactics and, 341–47
public, 322–27, 361
public good and, 344–47
Reader’s Reports on, 306–7, 321–22, 326, 333–34
reminders and, 347–49, 361
self-image and, 317–18, 323, 361
self-imposed imprisonments and, 307–8
small, 313–15, 323
special vulnerabilities and, 357–61
TM course and, 296–99
toy sales and, 299–303
Tupperware parties and, 76
used car sales and, 303–4
written declarations and, 316–22, 320
Committee to Re-elect the President (CREEP), 58
commonalities, contrived, 87–88
common enemies, 424–26
common goals, 100–101
communities, unity and, 417
community service, 340
competition
scarcity and, 277–78, 277, 285–87, 290
school integration and, 98–99, 103–4, 460n
summer camps and, 99–100
compliance devices. See also specific levers of influence
categories of, xvii
human triggers and, 22
momentum of, 309–10
psychology of, xv-xvi
profiteers and, 16
rejection-then-retreat technique, 53–66
compliance practitioners, xvi. See also con artists; and specific levers of influence
as allies, vs. falsifiers, 442–44
associations and, 109–10, 116
authority and, 214–15
blind obedience exploited by, 212
commitment and, 303, 341
liking and, 104, 121–24
observing techniques of, xvi-xvii
perceptual contrast and, 22
scarcity and, 257
self-interest rule and, 449n
use of influence levers by, 13–15
compliance process, defined, 22
compliments, 89–95, 90, 123, 125, 458n–59n
altercasting and, 93–95
behind person’s back, 92–93
counterfeit, 91–92
job interviewees and, 90
public, 92
sincere, 91–92
to live up to, 93–95
con artists (swindlers)
age of victims and, 359–50
authority and, 213–22
lifts in shoes of, 216
petitions and, 312
urgency and, 255–56
concessions
e-commerce and, 253
escalating commitment and, 316
initial, 53–56, 72
reciprocity and, 52–53
rejection-then-retreat technique and, 53–64
rejecting, 72
conditioning, 107–20
conformity, 143–44
Conroy, J. Oliver, 466n
Conroy, Michael, xiii
consistency, xvii, 473n–77n
See also commitment
attraction of, 295–96
avoiding foolish, 350–57
commitment as key to, 303–13, 318
commitments that grow own legs and, 341
defenses vs., and heart-of-heart signs, 355–57, 362
defenses vs., and stomach signs, 352–55, 362
exploitation of, 299–303, 352–57
job interviews and, 307
motivating action and, xviii, xix
principle, 294–95
Reader’s Report on, 351
reminders and, 347–49
social value of, 295
special vulnerabilities and, 357–61
troubling realizations and, 296–99
consumer demand, 133–34
consumer-protection agencies, xvi
Consumer Reports, 80
contact approach, 98–100, 460n
contagion effects, 158, 184
contagious yawning, 377–78, 378, 480n
contrast, perceptual, 16–22, 20, 57–61, 61, 106, 452n
Conyers, Georgia, school shootings, 176
cookies, 268–69, 271, 275–77, 284–85, 289, 305, 472n
“cooling off” laws, 319–20
Cooper, William, xiii
cooperation, 123, 125, 460n
compliance professionals and, 104
Good Cop/Bad Cop and, 106
intergroup hostility reduced by, 100–104
leadership and, 225–26
negotiators’ handshakes and, 103
suffering and, 408
unitizing experiences and, 417
cooperative learning, 99–104, 102, 415, 460n, 487n
Core Motives Model of Social Influence, xvii–xviii
co-residence, by nonrelatives, 418
Cornell University, 13–14, 451n
corporations
authority and, 231
campaign contributions, 36
price negotiations and, 38
Costco, 39, 454n
Costello, Elvis, 402–3, 485n
Costner, Kevin, 120–21
Coué, Émile, 437
counterfeit social evidence, 191, 198, 216
courtship or mating rituals, 3, 12, 451n. See also romance
COVID-19, 131–32, 379–80, 410, 422, 473n
Cox Communications, 80
creative accounting, 414
credentials, 232–33
credibility
expertise and, 226
online reviews and, 230
outsourced, 227
scarcity and, 268
credit cards, 110–11, 461n
crime, 105–6, 131, 174–75, 462n, 479n
cross-group interactions, 419–29, 460n
attentional focus and, 426–29
diverse neighborhoods and, 420–21, 425–26, 487n–88n
family-like experiences and, 419–20, 426, 487n
friendships and, 421–22, 425–26
mutual enemy and, 424–25
reciprocal exchanges and, 422
Cruise, Tom, 384
Cuban missile crisis, 36–37, 37, 454n
cults
doomsday, 134–43, 463n
mass suicide and, 178–82
social acceptance and, 162–63
social proof and, 134–36, 463n
culture, reciprocity and, 45
customers, unity and, 416–17
Czechoslovakia, 389
Dade County, Florida, 262–63
damned if you do, damned if you don’t, 61–62
dances, 396–97, 397, 484n
Dances with Wolves, 120–21
Dansk, 8
Darwin, 73, 425, 426. See also evolutionary theory
Davenport, Iowa, 121
Davies, James C., 271–73
Davis, Neil, 210
deadline tactic, 254, 289
dealer, liking deal vs., 124
Dean, John, 59
Dearborn, Michigan, 367–68
DeLuca, Fred, 321–22
Democratic Party, 58–59, 423
dental anxieties, 165, 465n
detail, online reviews and, 14, 191
Deutsch, Morton, 324
Deutschberger, Paul, 459n
Dexter Shoe, 229
Dilbert, 90, 215, 414
Diller, Barry, 280–81
Disabled American Veterans, 44
discount coupons, 276
disease, common fear of, 423
distinctiveness, 281–83
divorce, 241–45
dogs, fear of, 132–33, 463n
Domino’s pizza, 228
Doonesbury, 235
Dorr’s Rebellion, 272
Drubeck, Sid and Harry, 452n
Druz, 26
Dylan, Bob, 85
eating habits, 131, 163, 188, 464n–65n, 466n, 467n
eBay, 250
eboxes, xiii, 13–14, 33, 40, 87–88, 128–29, 159, 191, 218–19, 229–30, 253–54, 323, 326–27, 375–76, 411
Ecclesiasticus, 23
e-commerce sites, xiii, 87–88, 253–54. See also eboxes
Ecuador, 156
effort, 327–36, 361, 475n
Egyptian Revolution, 272
elections. See political campaigns
electronics sales
scarcity and, 444–45
service contracts and, 65–66
similarity and, 87
Elizabeth II, Queen of England, 158
email, 88
emergency aid, 147–56, 148, 152, 194, 197
Emerson, Ralph Waldo, 350, 477n
emotion
joint experience of, 436
music and, 402–4
scarcity and, 288, 290
employees. See also job candidates
ethics and, 429, 431, 435
loyalty and, 27
peer-suasion and, 163
employers, authority of, 209
endless chain method, 78–79
energy conservation
commitment and, 293–94, 328
feasibility and, 160–61
loss aversion and, 247
low-ball tactic and, 345–47, 346
peer-suasion and, 165
social proof and, 132, 465n
energy-drink prices, 1, 7, 449n, 450n
Ent, Uzal Girard, 451n
entertainment club membership, 352–55
environmental action. See also energy conservation; water conservation
effort and, 328
Leopold and red birches and, 412
littering and, 185
peer-suasion and, 163–64, 465n
reminders and, 349
social proof and, 132, 185, 463n
trash separation and disposal, 328
Epps, Jake, xiii
Escobar, Andres, 117
Essex, England, 156–57
Etches, Melanie, 291, 293
ethics, 429–33, 490n
Ethiopia-Mexico aid reciprocity, 25–26, 453n
ethnicity. See also cross-group interactions
affinity groups and, 368–70
diverse neighborhoods and, 420–21
liking and, 89
schools and, 101–3, 102
suffering and, 410
unity and, 418, 435
ethology, 2–4, 12, 21
Evangelical preachers, 130
evolutionary theory, 73–75, 245, 425–26, 435, 456n–57n, 481n, 484n
Exodus, 42
expensive items
contrast and, 18–19
as “good,” 2–3, 5–9, 8, 15, 450n–52n
experts, 226–27, 231, 469n
authority and, 231, 239, 469n
credible, 225–27, 239
distinguishing true, 232–33, 239, 470n
evaluating relevance of, 232–33
impartiality of, 234
trustworthiness of, 225–26, 234, 239–40
as witnesses, 432–34
exploitation
authority and, 212
characteristics of, 71–72
consistency and, 299–303
heart-of-hearts signals and, 355–57
reciprocity rule and, 67–72
social proof and, 191–96
stomach signals and, 352–55
unity and, 430
Extraordinary Popular Delusions and the Madness of Crowds (MacKay), 158, 464n
face, mirror image of, 96, 459n
Facebook, 159, 376, 480n
false information, 442–46. See also lies
familiarity and, 96–97, 459n
social proof and, 191–94, 192, 198
familiarity, 122, 125
cooperation and, 104
liking and, 96–98, 459n
school integration and, 97–98
uncertainty and, 144–45, 196
family, 395
aid to, 379, 481n–82n
fictive, 382
unity and, 435
family-like relationships, 425
Faraday, Michael, 295
FBI, 174–75
feasibility, 160–61, 197
Federal Aviation Administration, 10
Federal Trade Commission, 191, 451n
feeding frenzy, 278–79
Feinberg, Richard, 110–11
Festinger, Leon, 135, 138, 473n
filling station, 356–57
financial investments
authorities and, 224–25, 452n
boiler-room sales operations, 255–56
experts and, 224–25
family and, 382–83, 384
trustworthiness and, 229
“we” group unity and, 368–70, 478n–79n
fingerprint-pattern partner, 85, 458n
finger tapping, 398, 400, 484n, 485n
fire
inspectors and, 219
rescues from, 379
safety proposal, 69
fireflies, 12
First Amendment, 264
first-person pronouns, 14, 191
fishermen, 278–79
fixed-action patterns, 3–5, 7, 21
flattery, 91, 318, 459n. See also compliments
Fleming, Thomas, 272
Florida, transgender individuals and, 424
Florida State University, 242
flowers, gift of, at school open house, 67–68
focusing illusion, 426–27, 489n
food, 123
free gifts of, 43
free samples and, 39
Pavlov’s dogs and, 115–16, 115
political campaigns and, 114
food court posters, 156–57, 160
food servers, 369
candy with bill and, 32, 454n
compliments and, 90, 95
rejection-then-retreat technique, 456n
similarity and, 87, 458n
tricks by, to increase tips, 235–38
foot-in-the-door technique, 310–13, 359, 360, 433–34
fossil theft, 184–86, 186
Foundation Fighting Blindness, 248
Fox, M. W., 450n
Fox, Robin, 24–25
Fox Television Network, 280
Foxtrot, 302
France, 392, 404, 404, 456n, 485n
France-Australia mutual aid, 453n
Frank, Robert, 163–64, 465n
Franklin, Ben, 414
Frantz, Sue, 312
Fraser, Scott, 310–13
fraternities
hazing and, 329–36, 476n
similar looks and, 385
Freedman, Jonathan, 310–13, 337–39
freedom-establishing wording, 268
freedom of speech, 264
freedoms, loss of, 273–76, 289
scarcity and, 257–60, 262–63, 267, 471n
freedom to say no, 268, 472n
free-information-and-inspection gambit, 69–70
freeloaders, 28
free samples, 38–42, 39, 49
French Revolution, 272
Friedman, Alicia, xiii
friends
advice and, 416
best, 376
close, 375–76, 480n
cross-group or diverse, 421–22, 425–26, 436
endless chain of, 78–79
f-commerce and, 376
home party sales and, 73–78, 457n
referrals by, 79–80, 457n
similar-looking and, 385
strategic, 80–81
fruit consumption, 131, 462n
fruit flies, 157, 464n
fundraising. See charitable donations
funerals, hiring criers for, 156
furniture, online store, 427–28
gambling, 188
betting the odds and, 7–8, 10
racetrack commitment and, 293
racetrack odds and, 195–96
Garcia, David, 411
Garfinkle, Yosef, 397
General Foods, 321
General Hospital (TV drama), 212
genetic relatedness, 385, 480n–82n, 488n–89n
Genovese, Kitty, 145–46, 464n
geography, 183
Gerard, Harold, 324
Gerber baby foods, 174
Gertsacov, Daniel, 454n, 462n
Gestapo, 407
Ghana, 369
Gift, The (Mauss), 455n
gifts. See also small favors
charitable donations and, 24, 200
employee loyalty and, 27
free samples and, 38–42, 39, 49
future span and, 25
memorable, 25
obligation and, 25, 45–46
personalized, 42
personalized service and, 44
refusing, 41–42, 50
social pressures and, 45
small, 24–25
Tupperware parties and, 75
uninvited, 45–46
women’s obligation to men giving, 50
Girard, Joe, 73, 81, 90–91, 123, 366–68, 478n
Goebbels, Joseph, 97
Goethe, Johann Wolfgang von, 170
GoFundMe, 410
Goldberg, L., 452n
Goldman, Sylvan, 144
Goldstein, Noah, 27, 47
golfers, 188, 244
Gollwitzer, 475n
Gomez, Juan, xiii
Good Cop/Bad Cop, 105–6
“goosing ’em off the fence” tactic, 278
Gorbachev, Mikhail, 274, 275
Gordon’s restaurant, 326
Gouldner, Alvin, 24, 452n
government leaders, 209
government safety monitors, 219
Grammer, Karl, 451n
Grand Canyon, 184
grandparental favoritism, 381–82
Grant, Adam, 348–49
gratitude, 455n
Graziano, William, xiii
Greece, 456n
Green, Donna, 262
Green Bay Packers, 373
Greer, Robert, 85
greeting cards, 23, 452n
car salesmen and, 91
fundraisers and gift of, 46
Griskevicius, Vladas, 473n
group-bonding, 397. See also cross-group interactions
group dynamics, 162
group video games, 398
Guardians, 136–43, 463n
Guéguen, Nicolas, 472n
guilt by association, 109
Guinness Book of World Records, 73, 82, 366
guitar, attractiveness and, 404–5, 404, 485n
Gulban, Daniel, 255, 256
guns, 261–62
Haim, Rabbi, of Romshishok, 103, 460n
hair stylists, 90
halo effects, 82, 108, 124, 226, 457n, 469n
Hamermesh, Daniel, 83
Hamilton, W. D., 481n
handicapped zones, 131
hand sanitizer, 379–80
Hangzhou, China, 328
Harries, Jonathan, xiii
Harris, James, 316–17
Hasting, Mark, xiii
Hastings, Reed, 129
health-care management, 348
health-care staffs, 210. See also nurses; physicians
health club memberships, 254
heart disease, 35
heart-of-heart signs, 355–57, 362
height, 215–16, 215, 468n
help, calling for, 149–50
Help a Capital Child, 199
Hemingway, Ernest, 481n
Henry V (Shakespeare), 407, 409
Hess, Ernst, 407–8, 486n
Hidden Persuaders, The (Packard), 39
high school students, college and, 323
Himmler, Heinrich, 407–8, 486n
Hippocratic oath, 348
Hitler, Adolf, 387–88, 393–94, 408–9
Hobbes, Thomas, 208
Hoffer, Eric, 127
Hofmann, David, 348–49, 461n
Holland, 135, 462n, 481n
Holocaust, 386–95, 389, 395, 407, 423, 482n–84n, 486n
home
unity and, 386–87, 390, 435
unifying practices and, 418–19, 426, 436, 482n, 487n
waste separation and, 328
Home Fire Safety Association, 69
homeowners
billboard experiment and, 310–13, 433–34
charity solicitors and, 223
hometown teams, 372–73
Hong Kong, 369
horns effect, 108
hostage negotiations, 86
hotels, 454n
bookings and, 249
fake reviews and, 14
personalized service and, 43–44, 455n
Howard, Daniel, 305, 474n
human family, getting together, as species, 417–29, 436, 482n–83n
Hyer, Michelle, 283
IBM, 111, 451n
ice-cream toppings, 128
ice water, putting hand in, 409, 486n
identity
blurring of, 365, 478n
shared, xiii, 426, 488n
“if expert said so” rule, 9–10
IKEA effect, 412, 487n
Inclusion of Other in the Self Scale, 365
inclusive fitness, 481n
indebtedness, 455n
free gifts and, 44–47
free samples and, 38
people who gain from, 28
power of, 29
reciprocation and, 24
unequal exchanges and, 47–48
web of, 24
independence, pain of, 162
India, 369, 452n, 463n, 479n
individualism, 360, 362, 477n
individuality, 282, 289, 473n
Indonesia, 463n
“inexpensive = bad” rule, 6
influence levers. See also authority; commitment and consistency; liking; reciprocation; scarcity; social proof; unity
defined, 1–22
instant, 437–46
power of, 52–53
triggers for, 13
use of, 13–15, 22 (see also compliance practitioners; con artists; profiteers)
information
avalanche of, 440–42, 446, 490n
exclusive, 290, 472n
information-systems salespersons, 228
in-group, 477n–79n, 482n. See also family; kinship; “we”-groups
acting in unison and, 398–99
favoritism and, 364, 369
Japanese and Jews and, 394–95
lies by, vs. out-group, 370
politics and, 370–71
similar looks and, 385
sports and, 371–73
initiation ceremonies, 328–34, 475n–76n
inner choice, 335–40, 361, 476n
Institute of Medicine, 210
insurance agents, 93, 306–7
intelligence, attractiveness and, 84
international relations, 36, 317–18, 417–18, 453n
internet, xiii. See also eboxes
bots and, 96
refer-a-friend promotions, 80
social proof-fueled panics, 159
intimate partner violence, 131
invoices, gifts sent with, 42
Iowa, 121, 345–46, 346
Ireland–Native American reciprocity, 410, 486n
ISIS, 26
Islamic terrorism, 423
Israeli-Palestinian relations, 423–24, 480n
Italian canned tomatoes, 211
Italy
Cuban missile crisis and, 36–37
Ethiopia and, 26
recycling and, 465n
Izmir, 135
Janis, Irving, 162
Japan, 379, 455n
COVID-19 and, 132, 463n
Holocaust and, 387–95, 395, 483n
obligation and, 24
pets and, 377
proverbs and, 49
jaywalking, 221, 232, 469n
Jerry Maguire (film), 384
jewelry-store customers, 2–3, 5–7, 15
Jews
Arabs and, 423
Christian reciprocity and, 26
Holocaust and, 26, 386–95, 389, 395, 407–9, 423, 482n–83n
Madoff and, 368–69
jigsaw classroom, 101–3, 102, 487n
job candidates
attractiveness and, 83
clothing and, 223
compliments and, 90
recommendations, 235
salary offer and, 223
weaknesses and, 228
Johnson, Lyndon, 34
Johnston, Cynthia, 85
Johnston, Phillip, xiii
Jones, Edward, 316–17
Jones, Rev. Jim, 42, 178–84, 198
Jones, Steve, 417–18
Jonesboro, Arkansas, school shootings, 178
Jonestown, Guyana, massacre, 42, 178–84, 182, 198, 454n, 466n
Joyce, James, 291
judges, authority of, 209, 231
judgmental heuristics, 9
Jupiter missiles, 36
Jütte, Astrid, 451n
juvenile delinquents, 55, 456n
Kahan, Dan, 456n
Kahneman, Daniel, 244, 402, 426, 485n, 489n
Kalisch, Rabbi Shimon, 394–95, 423
Kalogris, Michael, 330
Kampen, Jakob van, 463n
Kappa Sigma fraternity, 330
Keech, Marian, 135–43
Kendie, Endayehu, xiii
Kennedy, John F., 36–37, 37
Kennesaw, Georgia, 262
Kenrick, 452n, 456n
Keough, Donald, 269
Kerr, Peter, 255
key rings, gift of, 46, 455n
KGB, 274
Khmer Rouge, 484n
Khrushchev, Nikita, 36, 37
kidney disease, 371, 379
Kindertransport, 26
kinship, 378–85, 381, 435, 481n, 487n, 490n
acting together and, 398
co-residence and, 418
honorary, 487n
similarity and, 385
Kirkman & Scott, 277
Kissinger, Henry, 318
Klawer, Karen, xiii
Kluckhohn, Richard, 328
Knishinsky, Amram, 472n
knowledge, 71, 440–42
Kobe, Japan, Jews in, 387, 393
Koch, Thomas, 472n
Korean War POWs, 307–9, 314–22, 335–36, 474n
Kunz, Jenifer, 452n
Kunz, Phillip, 452n
labor negotiators, 55
labor unions, 430
La Ganga, Maria, 466n
Lakota Sioux, 120
Lampedusa, Giuseppe Tomasi di, 449n
Langer, Ellen, 4–5
language styles, 86
Lansky, Doug, 158, 464n
LaPorte, Nicole, 128–29
larger-then-smaller requests, 57–58
LaRue, Frederick, 58, 60
laugh-trackers, 156, 191, 443
laundry detergents, 262–63, 471n
Leakey, Richard, 24, 453n
Le Chambon, France, 392, 483n
Leopold, Aldo, 412–13, 486n–87n
Levi’s, 376
Lewin, R., 453n
Lewis, C. S., 313
Liddy, G. Gordon, 58–60, 61
lies. See also false information
political in-groups and, 370–71
repeated, 97
liking, xvii, xviii, 73–125, 456n–62n
acting in unison and, 398–401
association and, 107–20
attractiveness and, 82–84
automaticity and, 439, 446
bearers of bad news and, 107–8, 117
beliefs and, 73–75
charitable donations and, 200
compliance and, 29–30
compliments and, 89–95
contact and cooperation and, 96–106
defense vs., 121–24
ebox on, 253
malpractice suits and, 75
online persuaders and, 87–88
profit and, 75–80
Reader’s Report on, 211
reciprocity and, 29–32, 44
scarcity and, 267
sensitivity to undue, 125
similarity and, 84–89
social proof and, 188
strategic friendship and, 80–81
Tupperware parties and, 75–78, 78
Lil Wayne, 373
limited-number tactic, 249–50, 253, 254, 289, 472n, 473n
limited-time tactic, 252–56, 472n
line-length estimates, 324–25
Lithuania, 387–89
Littleton, Colorado, school shootings, 176, 178
local-field-office strategy, 392
locality, 183, 386–87, 390–93, 435
logical/factual approach, 374
London
brewery pub, 128, 462n
earthquakes of 1761, 158, 464n
L’Oréal, 234
loss aversion, 244–48, 247–48, 289, 470n
Louie, Diane, 42, 454n
Louis-Dreyfus, Julia, 381
Louisville, Kentucky, 131, 462n
love bombing, 163, 465n
low-balling tactic, 341–47, 346, 359, 361, 476n
Lubnicka, Danuta, xiii
luncheon technique, 114–16, 461n
lynching, 273
MacKay, Charles, 158–59, 464n
MacKenzie, Bob, 281
macular degeneration, 248
Macy’s, 376
Madoff, Bernard, 368
magazine sales, 254
Magna Carta (1215), 24
Magruder, Jeb Stuart, 58–60
mail and mail appeals
investment bankers and, 199
liking and response rate, 85
lost letters experiment, 369–70, 479n
unsolicited gifts with, 32, 44, 46
mail-order catalogues, 110
Major League Baseball, 372
Malinowski, Bronislaw, 453n
managers, 215, 413–14
Mankin, Helen, 32, 454n, 462n
“many, the,” 143, 156–63, 197
marching in step, 396, 400–401, 485n
Mars candy bars, 112, 461n
Mars landing, 112
Martin, Steve J., 27, 32, 454n, 462n
mask wearing, 131–32, 463n
mass shootings, 176–77, 466n
mass suicide, 177–84
MasterCard, 110
Mauss, Marcel, 45, 455n
Mauss, Susanne, 486n
McConaughey, Matthew, 112
McDonald’s, 32, 128, 454n, 462n, 463n–64n
McGovern, George, 58
MCI Friends and Family Calling Circle, 79–80
McLuhan, Marshall, 384–85
McNeill, William H., 484n
medical errors, 468n
medical tests, 248. See also physicians
Medication Errors (Cohen and Davis), 210
Meisinger, Josef, 394
Meningitis Research UK, 199
Merchant of Venice, The (Shakespeare), 490n
Mesa, Arizona, 252–53
Mexico-Ethiopia mutual aid, 25–26, 453n
Michaels, James, xiii
Mihaly, Orestes J., 256
Milgram, Stanley, 200–209, 202, 224, 238, 467n–68n
military, 207–8, 334–35, 400, 417, 485n
Mill, John Stuart, 439
Miller, John, 343
Millerites, 135
Mills, Judson, 333–34
mimics, 12–15
mistake
Big, 188, 198
precious, 246
Mitchell, John, 58–60
Mitnick, Keven, 469n
mononucleosis, 12
Montanists, 135
moon landing, 111–12
morality, 462n
Morga, Alicia, 323
Mormon temple, 252–53
Morrow, Lance, 274, 472n
Moysey, Steven, xiii
Mud Run race, 408
Mueller, Katie, xiii
Mullins, Gay, 269
Multiple Sclerosis Association, 317
Munger, Charlie, 228, 382, 383
music, 401–5, 404, 436, 462n, 484n, 485n
Muskie, Edmund, 58
mutual aid, 26, 410
mutual concession, 53
mutual enemy, 423, 436
mutual identity, 423
MyFitness Pal, 323
Nail, Paul, xiii
name-droppers, 120
name resemblance, 85, 458n
National Auto Dealers Association, 303–4
National Basketball Association, 372
National Football League, 373, 461n
national identity, 435–36, 488n
Native Americans, 1–2, 5–7, 120–21, 410, 486n
natural-gas users, 345–46, 346
naturalness, 461n
Navajo-Ireland mutual aid, 410
Naval Weapons Station (Concord, California), 207
Nazi Germany, 97, 363, 387–95, 389, 395, 407–8, 468n, 482n–84n, 486n
NBC TV, 280
negotiations
deadlock near end of, 241–45
handshakes and, 103, 460n
rejection-then-retreat technique, 64–66
similarity and, 86–88, 458n, 479n
unsolicited favors, 455n
Neidert, Gregory, xvii
neighborhood diversity, 420–21, 425–26, 436, 487n–88n
Neolithic era, 396, 397, 484n
Netflix, 128–29, 171
news, 466n
delivering bad, 116–17, 459n, 460n–61n
fake, 459n
suicide stories and, 171
newspaper ads, 285–86
newspaper carrier 94–95
New Yorker, 20
New York Times, 145, 255–56, 323, 405, 464n, 486n
Nicaragua, 207
Nickerson, David, 483n
Nicklaus, Jack, 358–60
Nielsen Company, 79, 457n
nightclubs, 130, 443–44
9/11/2001 attacks, 427–28
Nissan “Rogue” SUV, 112, 461n
Nixon, Richard, 58
Norris, Dan, xiii
North Carolina, 91
Northern Illinois University shooting, 176
Northern Ireland, 486n
Northwestern University, 229–30
no-tolerance clause, 435, 490n
nuclear missiles, 36–37, 37
nurses, 216–18, 222, 224, 468n–69n
Nuwer, Hank, 476n
Obama, Barack, 34, 392, 483n
obedience, blind, 208–13, 467n–468n
obligation, 453n, 455n
exploitation through, 45
human network of, 24
liking and, 29–30
limited span of, 25
reciprocity and, 24–26
refusing gifts to avoid, 41–42
unequal exchanges and, 47
uninvited debts and, 44–47
O’Brien, Lawrence, 59–60
Ohio State University, 330
Old Cola Drinker of America, 269
Old Testament, 208–9
Olympics, 112, 461n
Omar, Sam, xiii
Omega Gamma Delta fraternity, 330
Omega watches, 111
online dating, 84, 458n
online marketing
customer ratings and, 131, 462n
fake or paid reviews, 13–14, 130, 191, 192, 444, 451n
familiarity and, 96
f-commerce and, 376
negative reviews, 230
similarity and, 87–88
social proof and, 157
trustworthiness and, 229–31
verified buyers and, 230
visitor registration forms and, 315, 474n
Op-Eds, 226, 469n
Operation Safe Haven, 26
opinion statements, 96
Opower, 165, 465n–66n
Oregon, 27
out-group threat, 489n
Packard, Vance, 39
Paese, 455n
Pakistan, 452n
Pallak, Michael, 345
Papa John’s Pizza, 461n
Paramount Pictures, 280
parents
adolescent rebellion vs., 259–60, 275
authority of, 209
bad kids in neighborhood and, 108–9
caring for unrelated individual and, 418–19
survey participation by, and student grades, 380–81, 417, 481n
unitizing experiences provided by, 417
parking-meter experiment, 220
parking tickets, 131, 462n–63n
partnership-raising approach, 374–75
party invitations, 23
Pathfinder rocket, 112
Patriot, The (film), 192
Patton (film), 280
Pavlov, Ivan, 115–16, 115, 461n
Paws, 309
Pearl Harbor attacks, 393
peer-suasion, 163–68, 465n
public commitment and, 323–24
suicide and, 174, 177, 197–98
People’s Temple, 178–84
Perry, Gina, 468n
Persian messengers, 107–8, 116
personalization, 42–44, 200
perspective taking, 426, 436, 488n
Persuasive Advertising (Armstrong), 405
pest-control experts, 219
Peters, Greg, 129
petitions, 261, 310–13, 312, 471n
Petrified Forest National Park, 184–87, 186, 466n
pets, unity and, 377–78, 378, 480n
pet-supply warehouse, 38, 456n
PGA tour, 244
pharmaceutical companies, 35, 454n
Phillips, David, 170, 172–77, 197, 466n
phobias, 132–33, 197
phones
addiction to, 441
fraud by callers, 359–60
friends’ accounts and, 79–80
in-person conversation vs., 246–47
physical attractiveness
contrast and, 16, 452n
copulins and, 451n
halo effect and, 108, 457n
liking and, 82–84, 122, 124
physicians
appointments and, 327
authority and, 210–12, 216–18, 231
blind obedience to, 210–11, 216–18, 468n–69n
claimed title of, 217–18
clothes and trappings of, 214
drug companies and, 454n
errors of, 210
hand washing and, 348, 477n
overprescribing and, 163, 349, 465n
reminders and, 348–49
TV ads and, 212–13, 213, 233
white coat and, 222–23
physiological arousal, 247, 284
Picasso, Pablo, 473n
Player, Gary, 358
“please no theft” sign, 184–85
pluralistic ignorance, 145–46, 151, 182, 194, 464n
Poland, 193, 369–70, 396, 467n, 479n
polecat, turkey and, 2–3, 5
police, xvi, 104–6, 480n
political attitudes, 385, 435
in-group unity, 370–71, 480n
political campaigns (elections)
attractiveness and, 83
celebrities and, 113–14
contributions and, 34–35
exchange of favors and, 33, 454n
familiarity and, 96–97
field-office volunteers and, 392, 483n
food and, 114
height of candidates and, 215, 468n
lawn signs and, 119
odors and, 114
reciprocity and, 33–38
similarity and, 86, 385
trustworthiness and, 228, 469n
unity and, 417, 479n
voting commitment and, 304
political revolutions, 271–75, 472n
polluting firms, 132
Ponzi, Charles, 368–69
popularity. See also social proof
brewery pub beer choices, 128, 462n
McDonald’s McFlurry and, 128, 462n, 463n
menu choices and, 127–28, 144
music downloads, 462n
Netflix and, 128–29
trends and, 190
Portuguese language, 24
Poseidon Adventure, The (film), 280–81, 284
post office shootings, 176–77
Poza, Diego, 315
Pratkanis, Anthony, 359, 459n
prayer, 306, 396
prehistoric art, 397
prejudice. See also cross-group relations; ethnic groups; race
school desegregation and, 97–99
unifying practices to combat, 419–29, 486n, 487n–488n
prescriptions, 210–11, 217, 349
presidential elections, 381–82, 392
presidents, legislators and, 34
Pre-Suasion (Cialdini), 477n
prices
contrast and, 18–20
controls petition, 261
value and, 1–2, 5–6, 450n, 452n
prison sentences, 212
Procter & Gamble, 276, 321
product tampering, 174, 466n
professor, title of, 214
profiteers. See also con artists
influence levers and, 15–16
reciprocal rule and, 68–71
social proof and, 193, 196
triggers and, 12–13, 15–16, 22
unity and, 430, 435
prospect theory, 244
psychological reactance theory, 257–68, 289, 475n
Psychology for Marketers, 87
psychopaths, 423, 488n
psychophysics, 16
public good, 344–45
public commitment, 322–27, 345, 361, 475n
Purdue University, 265
Pyne, Joe, 437–38
rabies, 12
race relations. See also cross-group interactions
acting together and, 398–99
contact approach and, 97
diverse neighborhoods and, 420–21, 487n–488n
jigsaw classroom and, 102
liking and similarity and, 89
school integration and, 101–4, 102
segregation and, 272–73
sports and, 372
unitizing experiences and, 417–29, 435
radio call-letters jingles, 116
raffle tickets, 28–29, 45, 48
rationality, 403, 405
Razran, Gregory, 114–16, 461n
Reader’s Reports, xii–xiii, 6, 20–21, 27, 31–32, 46–47, 51, 56–57, 65–66, 70–71, 79–80, 95, 120–21, 133–34, 144–45, 150–51, 195–96, 211, 222–25, 237–38, 245, 249–50, 261, 276, 287–88, 306–7, 321–22, 326, 333–34, 351, 379–80, 444–45, 470n–71n
real-estate sales, 19, 22, 188, 278
reciprocation, xvii, xviii, 23–72, 452n–56n
advantages of, 28, 45
authority and, 236–38
automaticity and, 439, 446
breaking rule of, 455n
charitable donations and, 200, 248
communal relationships and, 50
compliance devices and, 71–72
concessions and, 51–66, 68
cross-group friendships and, 422
defenses against 66–72
defined, 23–24
exploitation of, 28, 45, 47
failing to conform to, 49–50
gifts and, 24–25
Good Cop/Bad Cop and, 106
group obligations and, 47
initial favors, redefined as tricks, 72
international negotiations and, 36–37, 37
international relations and, 25–26, 410
LBJ and, 34
liking and, 29–32
marriage and, 456n
not-so-free sample and, 38–42
obligation and, 24–26, 45, 47
online vouchers and, 33
personalization and, 42–44
pervasiveness of, 24
politics and, 33–38, 114
power of, 29–32, 38, 71–72
rejecting, 67–69
rejection-then-retreat technique and, 53–64, 72
repeated exchange and, 405–7, 436
scarcity and, 267
Tupperware parties and, 75
unequal exchanges triggered by, 47–50, 72
uninvited debts and, 44–47, 72
victims’ reactions and, 62–64
Watergate and, 57–60, 61
women and gifts from men, 50
recruiters, xvi, 93, 133–34
rectal earache case, 210–11
recycling, 132, 160, 328, 465n
Reda, Ali, 366–68, 367, 478n
Regan, Dennis, 28–29, 32, 45, 48, 453n
Reiterman, Tim, 466n
rejection-then-retreat technique, 53–66, 61, 72, 456n
relationships, xviii–xviii
number of, 440
similarity and, 87
relief aid, 25
religion, 73–74, 208–9, 369–70, 385, 417, 435, 456n
reminders, 347–49
Republican Party, 58–59, 423
request-plus-reason experiment, 4–5
Resnik, Alan J., xiii
restaurants. See also food servers
advice from consumers on, 415–16
candy with bill, 32, 49
credit card logos on tip trays and, 110
early lunch sign, 156–57
gifts and fast-food, 42–43
menu choice popularity and, 127–28, 144, 190, 462n
no-show reservations and, 326–27
rejection-then-retreat technique, 456n
résumés, 238
retailers
attractive staff and, 84
bargain-basement sales, 278–80, 279
contrast and, 18–19
price reductions and, 451n–52n
scarcity and, 247
theft and, 131
waiting lines outside shops, 193, 243–44
Retzlaff, Daryl, xiii
revenge, 47
revolutions, 271–72
Reynolds, Sir Joshua, 296, 474n
Rice, Berkeley, 456n
Riecken, Henry, 135, 138
Rimé, Bernard, 411
risk
loss aversion and, 247
of failing, 244
rituals, 396, 452n
Robert, Cavett, 131
robins, 4, 450n
Robinson, Chris, 212
robot toy, 337–39
rock-music groupies, 120
Rogue One (film), 112
Rolling Stone, 85
Rolling Stones, 85
Roman Catholic clergy, 430–31
romance
commitment and, 292–93, 305–6, 355–56
competition and, 278
distinctiveness and, 281–82, 472n–73n
health and, 480n
infidelity and, 305–6
in-groups and, 374–75
loss aversion and, 247
low-ball tactic and, 344
music and, 403–4
parental interference on teenagers, 259–61
physical attraction and, 457n
repeated reciprocal exchange and, 405–7, 417
Romeo and Juliet effect and, 260–61, 471n
similar language and, 86
speed-dating and, 87
Romeo and Juliet effect and, 261, 471n
Rosenberger, Geofrey, xiii
Rosenthal, A. M., 464n
Ross, Lee, 37–38
Rosten, Leo, 452n
Rothman, Alexander, 248
Royal Ascot Races, 158, 464n
“rule of the bagel,” 453n
Russian Revolution, 272
Rwandan genocide, 483n
Ryan, Leo R., 179
Sabbataists, 135
Sadat, Anwar, 317–18
sale signs, 112, 461n
salespeople, xvi, xvii. See also automobile salesmen
boiler-room investment swindles and, 255–56
competition and, 278
contrast principle and, 18–19
deadline tactic and, 254–55
escalating commitment and, 310
free samples and, 40
grooming and, 84
liking and, 93
magazine, door-to-door, 254
peer-suasion and, 166–68
scarcity and limited-number tactic, 250–51
similarity and, 87
social proof and, 131, 190
supermarket buyers and limited information, 266–67
“we” groups and, 366–67
written commitments and, 319–20
Salovey, Peter, 248
Sand County Almanac, A (Leopold), 412, 486n
San Francisco Museum of Art, 282, 473n
Sanna, L. J., 462n
Sarandros, Ted, 129
scarcity, xvii–xix, 241–90, 470n–73n
automaticity and, 439, 446
boiler-room swindles and, 255–56
charitable donations and, 248
competition and, 277–81, 290
cookie taste tests and, 271
defenses vs., 283–90
distinctiveness and, 281–83
ebox on, 253–54
free online vouchers and, 33
information and, 265–67
iPhone waiting line and, 243–45
limited-numbers tactic and, 249–52
limited-time tactic and, 252–56
loss aversion and, 246–56, 247, 248
New Coke and, 269–71
newly scarce items and, 290
political turmoil and, 271–75
psychological reactance and, 257–68
Reader’s Reports and, 245, 249–50, 276, 287–88, 444–45
social proof and, 188
thoughtful decisions and, 284–85
Tupperware parties and, 76
used car sales and, 285–87
value and, 289
Scarry, Richard, 249
Schacter, Stanley, 135, 138
Schein, Edgar, 308–9, 316, 474n
Schiele, Egon, 226
Schindler, Oskar, 386, 387
Schindler, Robert, 456n
schools
basketball games, 121
competitiveness within, 98, 460n
cooperative learning and, 101–4, 415, 460n, 487n
desegregation and, 273
integration of, 97–98
jigsaw classroom, 101–3, 102
peer-suasion and, 163
shootings at, 176–77, 178
unitizing experiences and, 417
Schrange, Michael, 455n
Schwartz, Benjamin, 454n
Schwarzenegger, Arnold, 233
science and scientists
communicators and, 73–74
COVID-19 and, 131–32
pharmaceuticals and, 35, 454n
security guard uniform, 220, 224
security systems, hackers and, 219, 469n
Segal, Henry, 314, 474n
Self, William, 280
self-affirmations, 489n
self-disclosure, 422, 488n
self-image, 313–14, 317–18, 323, 335, 361, 474n–75n
self-interest, 449n
self-other merging, 401, 484n, 485n
“Self-Reliance” (Emerson), 350
self-sacrifice, 397, 399–402
Seneca, 425, 488n
Serbia, 390, 424
service contract sales, 65–66
sex-discussion group, 333
sexual attitudes, 385
sexual material, censorship of, 264–65
Shadel, Doug, 359, 451n
Shakespeare, William, 107, 260, 407, 409, 490n
Shaklee Corporation, 78–79
Shanghai, China, 387–90, 393
shareholders, 417
Shatzkes, Rabbi Moses, 394
Shayo, 478n
Sherif, Carolyn Wood, 99
Sherif, Muzafer, 99, 101, 460n
Sherman, Steven J., 304
Shinseki, Eric, 282, 283, 473n
shopping cart, 144
shortcuts, 7–10. See also specific influence levers
consistency and, 361
efficiency and, 22, 438, 442
falsifiers and, 443
information overload and, 442, 446
scarcity and, 257
Shotton, Richard, 462n
Shtulman, Andrew, 456n
similarity, 122, 124–25, 446
contrived, 87–88
liking and, 84–89, 458n
peer-suasion and, 163–68
physical, 385
social proof and, 143, 197–98
uncertainty and, 198
sincerity, sly, 233–34, 237
Sinclair, Gordon, 326
Singapore, 194–95, 467n
Small Big, The (Martin, Goldstein, & Cialdini), 27
small favors. See also gifts
donation request and, 70–71
importance of not minimizing, 30–31
McDonald’s and, 32, 454n
obligation and, 25, 32
purchases after, 32
questionnaires and, 32
reciprocity and, 30, 455n
tips in restaurants and, 32, 454n
unequal exchanges and, 48–50
women’s obligation to men offering, 50
smiling, synchronized, 398, 484n
smoking cessation, 162, 165, 325–26, 465n
smoking referendum, 113–14
soccer, 117, 372–73, 462n, 479n
social acceptance, 161–63, 197
social conditions, 170, 176–77
social media, xiii, 376
likes and, 89–90
online marketing and, 88
rumors and, 159–60
social proof, xvii, 127–98, 197, 462n–67n
automaticity and, 439, 443
average-person ads and, 192, 443
Big Mistake and, 184–89, 198
bystanders in emergency and, 145–52
car salesmen and, 133–34
commitment and, 323–24
copycat crimes and, 174–75
COVID-19 and, 131–32
crowds mistakenly acting on, 194–95
defenses vs., 190–95, 198
defined, 13, 129–30
doomsday cults and, 134–43
ebox on, 253
environmental action and, 132
false and, 130, 156, 191, 430, 443–44
feasibility and, 160–61, 197
incorrect data and, 191–92
“the many” and, 143, 156–63, 197
mass shootings and, 176–77
mass suicide and, 177–82
mimics and, 13–15
never trusting fully, 195, 198
optimizers of, 143–44
peer-suasion and, 163–68, 197
people power and, 131–34
pluralistic-ignorance and, 194
popularity and, 127–29
Reader’s Reports on, 195–96
scarcity and, 267, 278
similarity and, 143, 197
social media and, 159–60
suicide and accidental deaths and, 168–77
trends and, 187–90, 198
Tupperware parties and, 76
TV sitcoms and, 156
uncertainty and, xviii, xix, 143–46, 181, 197, 463n
validity, 197
solar panels, 163
Solomon, Thomas “TJ,” 178
Somme offensive, 407
songs, 396
Sony Pictures, 192–93
Sorrows of Young Werther, The (Goethe), 170
South Africa, 488n
South Korea, 199
Soviet Union, 36–37, 274, 275, 396, 472n
space program, 111–12
Spain, 382
Spiegel Research Center, 229–30
Splash! restaurant survey, 415–16
sports, 244, 461n
fans and, 117–20, 119, 125, 372–73, 462n
referees and, 371–73, 479n
Spychala, Joanna, xiii
Stalin, Joseph, 274, 484n
stamp collectors, 246
Stanford University, 453n
Stanko, Jack, 303–4
Starbucks, 33
Star Wars, 112, 426
status, 215–16, 223–24, 468n
Stauth, Robert, xiii
Stein, Joel, 381
stereotypes, 8–9
stereotyping, 466n
Stern, Sheldon, 454n
Stevenson, McLean, 89
Stickley, Jim, 219
Stillman, Jessica, 13
St. John, Joe, xiii
Stoke, Marijn, 462n
stomach signs, 352–55, 362
Storke, Bill, 280
story, reading together, 397
Strathewen, Australia, 453n
Strauss, Michel, 226, 469n
strongest argument, place for, 230–31
Styron, William, 334–35
Subway restaurants, 321–22
suffering, 407–11, 408, 436, 486n
Sugihara, Chiune, 387–90, 389, 418–19, 482n, 483n
suicide
accidental deaths and, 168–77, 171, 175
mass, at Jonestown, 177–84, 182
prevention programs, 186–87
social proof and, 197–98, 466n
suicide-murder stories, 170, 173
Sunday Riley Skincare, 191
supermarkets, 471n
ecologically grown bananas and, 317
free samples and, 38–39
gifts and, 454n, 455n
tastings at, 288
supportive conduct, 484n–85n
surveys, 188, 223, 268, 393
Sutcliffe, Kathleen, 468n
Swanson, Richard, 331
Sweden, 455n
Swift, Dan, xiii
Swift, Jonathan, 74, 89
swimming lessons, 165–66
Sydney, Australia, 379–80
synchrony, 484n
System 1 vs. System 2 thinking, 402–5, 485n
Taber, Alberta, school shootings, 176, 178
Taliban, 30
Tamraz, Roger, 34
Target, 77
taste, 282, 473n
taxi drivers, 369, 479n
tax policy, 35–36
Taylor, 457n
teachers and teaching
acting in unison with students, 398
authority of, 209
competitiveness in schools and, 98–99
cooperative learning and, 99, 101–3
similarity of, to students, 85–86, 480n–81n
Teacher’s Scotch, 320
technology, 440, 442, 446
Teresa, Mother, 363, 390, 418–19, 482n
terrible twos, 258–59, 289
territorial defense, 3–4
terrorism, 411, 427–28
Tesla owners, 80
texting styles, 86
therapists, 226
thinking-processes experiment, 343–44
13 Reasons Why (web series), 171, 466n
Thomas, Carol, xiii
Thomas, Owen, 323
Thompson, Derek, 462n
Thompson, Leigh, 88
Thonga tribe, 328–31, 334, 476n
Thorne, Avril, 118
threat, 425, 489n
Tiger, Lionel, 24–25
Timberlake, Justin, 373
Time, 269, 274
timing, liking and, 122
tipping. See food servers
titles
authority and, 213–18, 239
counterfeit, 216–18
recognizing empty, 232
Tokayer, Marvin, 483n
Tolstoy, Leo, 457n
toothpaste-preference test, 189
torture, 131, 453n
toys
forbidden, 337–39
postholiday sales and, 299–303, 302
Trabolt, Jens, xiii
Trail of Tears, 410, 486n
Transcendental Meditation, 296–99
“Trashing Arizona” series, 185
travel, 440
Trebek, Alex, 233
trends, 188–89, 198, 466n
trials
expert witnesses, 432–34
inadmissible evidence and, 265–66
jury commitment and, 304, 325
trustworthiness and, 228
tribalism, 478n
tribal societies
dancing and, 397
initiations and, 328–31, 334
trick-or-treat problem, 67
triggers, 3–5, 8, 10, 12–13, 21–22
Trobriand Islanders, 453n
Trocmé, André, 392, 483n
Trocmé, Magda, 483n
Trudeau, G. B., 235
Trump, Donald, 34
trustworthiness
experts and, 226, 227, 227–28, 231, 233–34, 237, 239, 469n
online reviews and, 229–31
truth by repetition, 459n
Tully, Vanessa, 410
Tupperware, 75–78, 78, 80, 116, 457n
Turkey, 36–37, 135
turkeys, 2–5, 438, 450n
TV ads, 214, 405
TV news, 171
TV sitcoms, 156, 191, 443
20th Century Fox, 280
Twitter, 411
Tylenol, 174
Uber, 455n
UCLA, 64, 180
uncertainty, xix, xviii, 197
aid in emergency and, 145–52, 148, 197
loss aversion and, 244, 247
Jonestown suicides and, 198
social proof and, 143–47, 181, 196, 463n
woman attacked by man and, 151–52
unequal exchanges, 47–50
uniforms, 219–20, 469n
unifying practices, 418–29
United Kingdom, 24, 247
unity, xiii, xvii, xviii, 363–436, 477n–90n
acting together and, 396–415, 436
advice and, 414–16
attentional focus and, 426–28, 436
automaticity and, 439, 446
business and, 366–69, 367
close friendships and, 375–76
co-creation and, 412–14, 436
Code of Conduct and, 429
dealing with big problems and, 417–18
defense and, 429–35
diversity and, 420–22, 488n
ebox on, 375–76, 411
evolution and, 425–26
exploitation and, 430
favorable consequence of, 416–17
financial investment and, 368–69, 382–84
finger tapping and, 400
home and, 386–90, 419–20
human family and, 416–29
in-group effects, 365–70
kinship and, 378–85
liking, 398–99
locality and, 386–87, 390–96
marching in step and, 400
Milgram study and, 468n
merger of identities and, 385
music and, 401–5, 436
personal relationships and, 374–75
pets and, 377–78
politics and, 370–71
Reader’s Report on, 379–80
reciprocal exchange and, 405–7, 436
romantic partnerships and, 374–75
speaking-in-unison and, 398
sports and, 371–73
suffering and, 407–10, 408, 436
support and, 399–401
Tupperware parties and, 76
unity-building techniques, 400
“we”-groups and, 364–66
University of California, Los Angeles (UCLA), 456n
University of Chicago, 20
University of Georgia, 116–17, 119
University of Minnesota, 135
University of North Carolina, 264
University of Southern California, 330–32
University of Virginia, 451n
University of Washington, 332, 335
University of Wisconsin, 412
unwanted behavior, decrying frequency of, 184–87, 198
UPI, 146
urban riots, 272
urgency, 253, 255–56
US Army Rangers, 282–83, 473n
US Congress, 34, 210
US Constitution, 264
US Forest Service, 185
US history, 393
US Marines, 335
US military intelligence, 30
US Senate, 256
US Supreme Court, 273
vacuum-cleaner sales, 255
validity, the many and, 157–59, 197
value
price and, 1–2, 5–7
scarcity and, 246–47, 250, 471n
Vaska, Karla, xiii
Veep (TV series), 381
Venezuela, 379
verbal style, 87
online reviews, 14, 191
verified buyers, 230
Viagra, 30
Vicks Formula 44, 212–13, 232–33
Vietnam War, 207–8, 458n
Villers-Bretonneux, France, 453n
Vinci, Leonardo da, 1
Virgil, 199
Virginia Tech massacre, 176
Voltaire, 403
waiting lines, 130, 193, 243–45, 443–44
Wallenberg, Raoul, 386
Wall Street Journal, 276
Wannsee Conference, 393
Warrick, Joby, 453n
watches, smile and, 113
water conservation, 188–89, 466n–67n
commitment and, 294
social proof and, 132
Watergate break-in, 58–60, 61
water-glass sipping, 399, 484n
water temperature, contrast principle, 16–17, 19
Watson, Emma, 75, 456n, 457n
Watson, Thomas, Jr., 451n
weaknesses, admitting, 469n
career and, 237–38
dishonest, 234–35
job candidates and, 235
placement of, 230–31
trustworthiness and, 228–30, 240, 469n–70n
“We Are the World” position, 425
weatherman, 107–8, 109
“we”-groups, 364–76, 397, 480n–84n
business and, 366–69
car sales and, 366–68, 367, 478n
Catholic priests, 431
close friendships and, 375–76
Code of Conduct and, 429, 489n–90n
collectives and, 382, 397
cross-group connections and, 423–29
ethics and, 432–34, 434–35
evolution and, 435
expert witness and, 432–34
exploiters and, 429–32
fellow members favored by, 365–66
financial investment and, 368–69, 479n
home and place and, 386–95, 395
human family as, 418
labor unions and, 429
pets and, 377–78
politics and, 370–71, 479n
romantic partners and, 374–75
shared identities and, 435
sports and, 371–73
suffering and, 409–10
Weidenfeld, Lord Arthur George, 26, 453n
weight loss, 323–25
weight of objects, judging, 16
Weimann, Lucas, xiii
Weinstein, Eugene, 459n
Werther effect, 170–73, 466n
West, Dr. Louis Jolyon, 180
When Prophesy Fails (Festinger, Riecken, and Schacter), 135
White-Black relations, 89, 97, 102, 272–74, 399, 423, 465n, 484n, 488n. See also cross-group interactions; race
Whitehead, Alfred North, 1
White House, legislators and, 114
white pine, red birch vs., 412–13
white van abduction fears, 159
Whiting, John W. M., 328
wildlife management, 412, 486n–87n
Willson, S. Brian, 207–8
Wilson, Lee Alexis, 146
Withers, Bill, 403
women
getting help, during attack by man, 151–56, 152, 464n
intimate partner violence and, 131
male judges of attractiveness of, 451n
obligation to men offering favors, 50, 455n
white vans abducting, 159
young, and musicians, 403–4, 485n
Wood, Robert, 280–81, 284
Worchel, Stephen, 268
World Cup, 117
World War I, 407, 453n
World War II, 272, 308, 372–73, 451n
Wosinska, Wilhelmina, xii, 396
Wright, Frank Lloyd, 121
written commitment, 316–27, 320, 336, 349, 431–32, 434
Wroblewski, Anna, xiii
Yadav, Agrima, xiii
Yale University, 204, 468n
Yazidis, 26
“you get what you pay for” rule, 7
Young, Bernard, 159
youth mentoring, 85–86
Zappa, Frank, 437–38
Zellweger, Renee, 384
Zeta Beta Tau fraternity, 331
Zimbardo, 454n
zoo-trip experiment, 55, 456n