Cialdini raamat
ing their likable qualities to the ideas, products, and people artificially linked to
them. In the final analysis, then, that is why those good-looking models stand
around in the magazine ads. That is why radio programmers are instructed to insert
the station's call-letters jingle immediately before a big hit song is played. And that
is even why the women playing Barnyard Bingo at a Tupperware party must yell the
word Tuppenvare rather than Bingo before they can rush to the center of the floor for
a prize. It may be Tupperware for the players, but it's Bingo! for the company.
Just because we are often unaware victims of compliance practitioners' use of
the association principle doesn't mean that we don't understand how it works or
8To demonstrate that the principle of association also works for unpleasant experiences, Razran
annaabi.ee 
