Cialdini raamat
connected his opponent's identities to a course of action that served his goals. Ac-
cording to master-negotiator, Henry Kissinger (1982), Sadat was successful because
he got others to act in his interests by giving them a reputation to uphold.
Once an active commitment is made, then, self-image is squeezed from both
sides by consistency pressures. From the inside, there is a pressure to bring self-
image into line with action. From the outside, there is a sneakier pressure-a ten-
COMMITMENT IS THE KEY M* •
dency to adjust this image according to the way others perceive us (Schlenker, Dlu-
golecki, &: Doherty, 1994). Because others see us as believing what we have written
(even when we've had little choice in the matter), we once again experience a pull
to bring self-image into line with the written statement.
annaabi.ee 
