Cialdini raamat
A pair of young researchers, Elliot Aronson and
Judson Mills, decided to test their observation that "persons who go through a
great deal of trouble or pain to attain something tend to value it more highly than
persons who attain the same thing with a minimum of effort." The real stroke of
inspiration came in their choice of the initiation ceremony as the best place to ex-
amine this possibility. They found that college women who had to endure a se-
verely embarrassing initiation ceremony in order to gain access to a sex discussion
group convinced themselves that their new group and its discussions were ex-
tremely valuable, even though Aronson and Mills had rehearsed the other group
members to be as "worthless and uninteresting" as possible. Different coeds who
went through a much milder initiation ceremony or went through no initiation at
all, were decidedly less positive about the "worthless" new group they had joined.
annaabi.ee 
