Cialdini raamat
vorites. The tactic, called in some circles "goosing 'em off the fence," can work dev-
astatingly well. The thought of losing out to a rival frequently turns a buyer from
hesitant to zealous.
There is something almost physical about the desire to have a contested
item. Shoppers at big close-out or bargain sales report being caught up emo-
tionally in the event. Charged by the crush of competitors, they swarm and strug-
gle to claim merchandise they would otherwise disdain. Such behavior brings to
mind the "feeding frenzy" phenomenon of wild, indiscriminate eating among
animal groups. Commercial fishermen exploit the phenomenon by throwing
a quantity of loose bait to large schools of certain fish. Soon the water is a roil-
ing expanse of thrashing fins and snapping mouths competing for the food. At
OPTIMAL CONDITIONS ~
Contagious Competitiveness
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