Cialdini raamat
by requiring public songs and
chants, while a Texas street
gang (below) pummels a new
member.
• Eating of unsavory foods. At Kappa Sigma house on the campus of the Uni-
versity of Southern California, the eyes of eleven pledges bulged when they
saw the sickening task before them. Eleven quarter-pound slabs of raw liver
lay on a tray. Thick cut and soaked in oil, each was to be swallowed whole,
one to a boy. Gagging and choking repeatedly, young Richard Swanson failed
three times to down his piece. Determined to succeed, he finally got the oil-
COMMITMENT IS THE KEY _
soaked meat into his throat where it lodged and, despite all efforts to re-
annaabi.ee 
