Cialdini raamat
The more electric shock a woman received as part of the initiation ceremony, the
more she later persuaded herself that her new group and its activities were inter-
esting, intelligent, and desirable.
N ow the harassments, the exertions, even the beatings of initiation rituals
begin to make sense. The Thonga tribesman with tears in his eyes, watching his 10-
year-old son tremble through a night on the cold ground of the "yard of myster-
ies," the college sophomore punctuating his Hell Night paddling of his fraternity
"little brother" with bursts of nervous laughter, these are not acts of sadism. They
are acts of group survival. They function, oddly enough, to spur future society
members to find the group more attractive and worthwhile. As long as it is the case
that people like and believe in what they have struggled to get, these groups will
annaabi.ee 
