Cialdini raamat
The im-
portant thing for the advertiser is to establish the connection; it doesn't have to
be a logical one, just a positive one. What does Tiger Woods really know about
Buicks after all?
Of course, popular entertainers provide another form of desirability that man-
ufacturers have always paid dearly to tie to their goods. Recently, politicians have
recognized the ability of a celebrity linkage to sway voters. Presidential candidates
assemble stables of well-known nonpolitical figures who either actively participate
in, or merely lend their names to, a campaign. Even at state and local levels, a sim-
ilar game is played. Take as evidence the comment of a Los Angeles woman I heard
expressing her conflicting feelings over a California referendum to limit smoking
in public places. "It's a real tough decision. They've got big stars speaking for it, and
big stars speaking against it. You don't know how to vote."
Does the Name Pavlov Ring a Bell?
annaabi.ee 
