Cialdini raamat
witness and donations.
Advertisers love to inform us when a product is the "fastest-growing" or
"largest-selling" because they don't have to convince us directly that the product is
good; they need only say that many others think so, which seems proof enough.
The producers of charity telethons devote inordinate amounts of time to the in-
cessant listing of viewers who have already pledged contributions. The message
being communicated to the holdouts is clear: "Look at all the people who have de-
cided to give. It must be the correct thing to do." Certain nightclub owners manu-
facture a brand of visible social proof for their clubs' quality by creating long
waiting lines outside when there is plenty of room inside. Salespeople are taught
to spice their pitches with numerous accounts of individuals who have purchased
the product. Sales and motivation consultant Cavett Robert captures the principle
annaabi.ee 
