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than by any proof we can offer." Researchers, too, have employed procedures based on the principle of social proof-sometimes with astounding results. 1 One psychologist in particular, Albert Bandura, has led the way in developing such procedures to eliminate undesirable behavior. Bandura and his colleagues have shown how people suffering from pho- bias can be rid of these extreme fears in an amazingly simple fashion. For instance, in an early study (Bandura, Grusec, 8{ Menlove, 1967), nursery-school-age children, chosen because they were terrified of dogs, merely watched a little boy playing happily with a dog for 20 minutes a day. This exhibition produced such marked changes in the reactions of the fearful children that, after only four days, 67 percent of them were willing to climb into a playpen with a dog and remain confined there petting and scratching the dog while everyone else left the room. Moreover, when