Cialdini raamat
of such credit cards and credit card materials had on our tendencies to spend.
In a set of studies done in West Lafayette, Indiana, he got some fascinating-
and disturbing-results. First, restaurant patrons gave larger tips when paying
with a credit card instead of cash. In a second study, college students were will-
ing to spend an average of 29 percent more money for mail-order catalog items
when they examined the items in a room that contained some MasterCard in-
signias; moreover, they had no awareness that the credit card insignias were part
of the experiment. A final study showed that when asked to contribute to char-
ity (the United Way), college students were markedly more likely to give money
if the room they were in contained MasterCard insignias than if it did not (87
percent versus 33 percent). This last finding is simultaneously the most unset-
tling and instructive concerning the power of the association principle to gen-
erate compliance
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