A STUDY DONE BY A PAIR OF CANADIAN PSYCHOLOGISTS (KNOX 8z Inkster, 1968) uncovered something fascinating about people at the racetrack: just after placing bets they are much more confident of their horse's chances of winning than they are immediately before laying down the bets. Of course, noth- ing about the horse's chances actually shifts; it's the same horse, on the same track, in the same field; but in the minds of those bettors, its prospects improve significantly once that ticket is purchased. Although a bit puzzling at first glance, the reason for the dramatic change has to do with a common weapon of social influence. Like the other weapons of influence, this one lies deep within us, di- recting our actions with quiet power. It is, quite simply, our desire to be (and to appear) consistent with what we have already done. Once we make a choice or take
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