Cialdini raamat
are practically an inalienable right." It is amazing how strongly people react
when you try to take things away, even if they never use them.
Author's note: Although Procter &. Gamble executives may have been perplexed by this seem-
ingly irrational consumer response, they inadvertently contributed to it. Discount coupons have
been part of the American scene for over a century, and P&.G had actively "couponed" its prod·
ucts for decades, thereby helping to establish coupons as something consumers had a right to ex-
pect. And it's always the long-established rights that people fight most ferociously to preserve.
child is no longer merely lacking a never-possessed right but is losing an estab-
lished one. As we have seen in the case of political freedoms and (especially perti-
nent to the present discussion) chocolate chip cookies, people see a thing as more
annaabi.ee 
