Cialdini raamat
coffee? Because-as the advertising agency that hired him knew perfectly well-he
was associated in the minds of the American public with Marcus Welby, M.D., the
role he played in an earlier long-running television series. Objectively, it doesn't
make sense to be swayed by the comments of a man we know to be just an actor
who used to playa doctor; but, practically, that man sold the Sanka.
Not long ago, with comparable intent, the credit card purveyor MasterCard ini-
tiated a "Family Holiday Traditions" promotion that allowed women to chat on-line
with authorities on how they, as mothers, could prepare their homes for the holi-
days, establish family traditions, and purchase perfect holiday gifts (using their Mas-
terCards, of course). Who were the experts chosen to provide the informed counsel?
They were the actre sses Florence Henderson and Jane Kaczmarek, whose authority
_ _ Chapter 6 AUTHORITY
annaabi.ee 
