Cialdini raamat
letter, he modified the name of the survey-taker to be similar to that of the survey
recipient. Thus, Robert Greer received the survey from a survey center official
named Bob Gregar while Cynthia Johnston received hers from a survey center offi-
cial named Cindy Johanson. In two separate studies, adding this little bit of similar-
ity to the exchange nearly doubled survey compliance (Garner, 2005). These
seemingly minor commonalties can affect decisions that go well beyond whose in-
surance to purchase or whose survey to complete, reaching all the way to the choice
of a marriage partner (Jones et al., 2004). They can even affect the decision of whose
life to save. When asked to rank-order a waiting list of patients suffering from kid-
ney disorder as to their deservingness for the next available treatment, people chose
those whose political party preference matched their own (Furnham, 1996).
Because even small similarities can be effective in producing a positive re-
annaabi.ee 
