Cialdini raamat
were more willing than ever to interact with dogs. An important practical discov-
ery was made in a second study of children who were exceptionally afraid of dogs
(Bandura 8{ Menlove, 1968): To reduce these children's fears, it was not necessary to
'A program of investigation conducted by Kenneth Craig and his associates demonstrates how the
experience of pain can be affected by the principle of social proof. In one study (Craig 8{ Prkachin,
1978), subjects who received a series of electric shocks felt less pain (as indicated by self-reports, psy-
chophysical measures of sensory sensitivity, and such physiological responses as heart rate and skin
conductivity) when they were in the presence of another subject who was tolerating the shocks as if
they were not painful.
THE PRINCIPLE OF SOCIAL PROOF _ _
Fifty Million Americans Can't
Be Wrong
annaabi.ee 
