Cialdini raamat
when uncertainty reigns, we are most likely to look to and accept the actions of oth-
ers as correct (Sechrist 8{ Stangor, 2007; Wooten 8{ Reed, 1998; Zitek 8{ Hebl, 2007).
Another way that uncertainly develops is through lack of familiarity with a sit-
uation. Under such circumstances, people are especially likely to follow the lead of
others there. Consider how this simple insight allowed one man to become a mul-
timillionaire. His name was Sylvan Goldman and, after acquiring several small gro-
cery stores in 1934, he noticed that his customers stopped buying when their
hand-held shopping baskets got too heavy. This inspired him to invent the shop-
ping cart, which in its earliest form was a folding chair equipped with wheels and
a pair of heavy metal baskets. The contraption was so unfamiliar-looking that, at
first, none of Goldman's customers was willing use one-even after he built a
annaabi.ee 
