Cialdini raamat
ing that works well most of the time but leaves us open to occasional, costly mis-
takes. Especially relevant to this book are those heuristics that tell us when to
believe or do what we are told. Consider, for example, the shortcut rule that goes,
"If an expert said so, it must be true." As we will see in Chapter 6, there is an
unsettling tendency in our society to accept unthinkingly the statements and
4Take, by way of illustration, the case (Zimmatore, 1983) of the automatic, mindless consumer re-
sponse to a standard trigger for buying in our society-the discount coupon. A tire company found
that mailed-out coupons which, because of a printing error, offered no savings to recipients produced
just as much customer response as did the error-free coupons that offered substantial savings.
_ Chapter 1 WEAPONS OF INFLUENCE
directions of individuals who appear to be authorities on the topic. That is, rather
annaabi.ee 
