Cialdini raamat
as many people as possible to endorse a product-is the same as the purpose
behind the political essay contests: to get endorsements for Chinese commu-
nism. In both instances the process is the same. Participants voluntarily write es-
says for attractive prizes that they have only a small chance to win. They know
that for an essay to have any chance of winning at all, however, it must include
praise for the product. So they search to find praiseworthy features of the prod-
uct, and they describe them in their essays. The result is hundreds of POWs in
Korea or hundreds of thousands of people in America who testify in writing to
the products' appeal and who, consequently, experience that magical pull to be-
lieve what they have written.
C O MMITMENT IS THE KEY _ _
READER'S REPORT 3.2
From the Creative Director of a Large, International
Advertising Agency
annaabi.ee 
