"fresheners" - 1 õppematerjal

Cialdini raamat

The second reaction to the law was more subtle and more general than the de- liberate defiance of the smugglers and hoarders. Spurred by the tendency to want what they could no longer have, the majority of Miami consumers came to see phosphate cleaners as better products than before. Compared to Tampa residents, who were not affected by the Dade County ordinance, the citizens of Miami rated phosphate detergents gentler, more effective in cold water, better whiteners and fresheners, and more powerful on stains. After passage of the law, they had even come to believe that phosphate detergents poured more easily (Mazis, 1975; Mazis, Settle, &. Leslie, 1973). aaBDI Chapter 7 SCARCITY This sort of response is typical of individuals who have lost an established free- dom; and recognizing that it is typical is crucial to understanding how psycholog- ical reactance and the principle of scarcity work. When something becomes less