Cialdini raamat
tracking and moved on to stories of murder and suicide-all explained by the prin-
ciple of social proof. How can we expect to defend ourselves against a weapon of
influence that pervades such a vast range of behavior? The difficulty is com-
pounded by the realization that, most of the time, we don't want to guard against
the information that social proof provides. The evidence it offers about the way we
should act is usually valid and valuable (Surowiecki, 2004). With it we can cruise
confidently through countless decisions without having to investigate the detailed
pros and cons of each. In this sense, the principle of social proof equips us with a
wonderful kind of automatic pilot device not unlike that aboard most aircraft.
Yet there are occasional, but real, problems with automatic pilots. Those prob-
lems appear whenever the flight information locked into the control mechanism is
wrong. In these instances, we will be taken off course
annaabi.ee 
