nize when we are most vulnerable to its influence. We have already had a hint of one time when the principle of social proof worked best with the Chicago believers. It was a sense of shaken confidence that triggered their craving for converts. In gen- eral, when we are unsure of ourselves, when the situation is unclear or ambiguous, when uncertainty reigns, we are most likely to look to and accept the actions of oth- ers as correct (Sechrist 8{ Stangor, 2007; Wooten 8{ Reed, 1998; Zitek 8{ Hebl, 2007). Another way that uncertainly develops is through lack of familiarity with a sit- uation. Under such circumstances, people are especially likely to follow the lead of others there. Consider how this simple insight allowed one man to become a mul- timillionaire. His name was Sylvan Goldman and, after acquiring several small gro- cery stores in 1934, he noticed that his customers stopped buying when their hand-held shopping baskets got too heavy
ȱPediatrics,ȱ115(2),ȱ461–467.ȱ ȱDiagnoosȱkõrvaldatakseȱjärgmisestȱväljaandest,ȱkunaȱdiagnostilineȱmõisteȱsisaldubȱdiagnoosisȱ * „Valmisolekȱtõhusamaksȱiseseisvaksȱtervisejuhtimiseks”ȱ(00162).ȱ 158 1. valdkond: tervisedendus Scarborough,ȱM.L.,ȱ&ȱLandis,ȱS.E.ȱ(1997).ȱAȱpilotȱstudyȱforȱtheȱdevelopmentȱofȱaȱhospitalȬbasedȱimȬ munizationȱprogram.ȱClinicalȱNurseȱSpecialist,ȱ11(2),ȱ70–75.ȱ Shui,ȱ I.,ȱ Kennedy,ȱ A.,ȱ Wooten,ȱ K.,ȱ Schwartz,ȱ B.,ȱ &ȱ Gust,ȱ D.ȱ (2005).ȱ Factorsȱ influencingȱ African– Americanȱ mothers’ȱ concernsȱ aboutȱ immunizationȱ safety:ȱ Aȱ summaryȱ ofȱ focusȱ groupȱ findings.ȱ JournalȱofȱtheȱNationalȱMedicalȱAssociation,ȱ97(5),ȱ657–666.ȱ Taylor,ȱJ.A.,ȱDarden,ȱP.M.,ȱSlora,ȱE.,ȱHasemeier,ȱC.M.,ȱAsmussen,ȱL.,ȱ&ȱWasserman,ȱR.ȱ(1997).ȱTheȱinȬ
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