Cialdini raamat
against playing with the bad kids down the street? Remember how they said it
didn't matter if we did nothing bad ourselves because, in the eyes of the neigh-
borhood, we would be "known by the company we kept." Our parents were teach-
ing us about guilt by association-and they were giving us a lesson in the negative
side of the principle of association. And they were right. People do assume that
we have the same personality traits as our friends (Miller, Campbell, Twedt, 8{
O'Connell, 1966).
As for the positive associations, it is the compliance professionals who teach
the lesson. They are incessantly trying to connect themselves or their products with
the things we like. Did you ever wonder what all those good-looking models are
doing standing around in the automobile ads? What the advertiser hopes they are
CONDITIONING AND ASSOCIATION . , ' I
annaabi.ee 
