Cialdini raamat
Not long ago, with comparable intent, the credit card purveyor MasterCard ini-
tiated a "Family Holiday Traditions" promotion that allowed women to chat on-line
with authorities on how they, as mothers, could prepare their homes for the holi-
days, establish family traditions, and purchase perfect holiday gifts (using their Mas-
terCards, of course). Who were the experts chosen to provide the informed counsel?
They were the actre sses Florence Henderson and Jane Kaczmarek, whose authority
_ _ Chapter 6 AUTHORITY
credentials in these regards appeared to come solely from their roles as "TV Moms"
on the television shows The Brady Bunch and Malcolm in the Middle.3
Connotation Not Content
From the first time I saw it, I found the most intriguing feature of Robert Young's
Sanka commercial to be its ability to use the influence of the authority principle
without ever providing a real authority
annaabi.ee 
