Cialdini raamat
The
enemy is an advertiser who seeks to create an image of popularity for a brand of
toothpaste by, say, constructing a series of staged "unrehearsed interview" com-
mercials in which an array of actors posing as ordinary citizens praises the prod-
uct. Here, where the evidence of popularity is counterfeit, we, the principle of social
proof, and our shortcut response to it, are all being exploited. In an earlier chapter,
I recommended against the purchase of any product featured in a faked "unre-
hearsed interview" ad and urged that we send the product manufacturers letters
detailing the reason and suggesting that they dismiss their advertising agency. I
also recommended extending this aggressive stance to any situation in which a
compliance professional abuses the principle of social proof (or any other weapon
of influence) in this manner. We should refuse to watch TV programs that use
canned laughter. If we see a bartender begin a shift by salting the tip jar with a bill
annaabi.ee 
