Cialdini raamat
They were businessmen whose product was
applause.
Organizing under the title L'Assurance des Sucd~s Dramatiques, they leased
themselves and their employees to singers and opera managers who wished to be
assured of an appreciative audience response. So effective were Sauton and Porcher
in stimulating genuine audience reaction with their rigged reactions that, before
long, claques (usually consisting of a leader-chef de claque-and several individual
claqueurs) had become an established and persistent tradition throughout the world
of opera. As music historian Robert Sabin (1964) notes, "By 1830 the claque was a
full-bloom institution, collecting by day, applauding by night, all in the honest
open.... But it is altogether probable that neither Sauton, nor his ally Porcher, had
a notion of the extent to which their scheme of paid applause would be adopted
and applied wherever opera is sung."
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