Cialdini raamat
tip and the base charge on which it was figured. His proceeds from this trick were
handsome indeed. Notice, though, that much of his profit came from an apparent
lack of concern for personal profit. Seeming to argue against his financial interests
served those interests extremely well.
Summary
• In the Milgram studies of obedience we can see evidence of strong pressure
in our society for compliance with the requests of an authority. Acting con-
trary to their own preferences, many normal, psychologically healthy indi-
viduals were willing to deliver dangerous and severe levels of pain to another
person because they were directed to do so by an authority figure. The
strength of this tendency to obey legitimate authorities comes from sys-
tematic socialization practices designed to instill in members of society the
perception that such obedience constitutes correct conduct. In addition, it is
annaabi.ee 
