Sublime

the popularity-based message would be the right one in any situation where audience members had been exposed to frightening stimuli—perhaps in the middle of watching a violent film on TV—because threat-focused people want to join the crowd. But sending that message in an ad to an audience watching a romantic film on TV would be a mistake, because a

organizations should steer sharply away from unethical persuasive practices: those practices will lend themselves to the attraction and retention of employees who find cheating acceptable and who will ultimately cheat the organization as a consequence.

che cosa non funziona: lo garantisce la legge della sopravvivenza.

people are likely to respond in a controlled, thoughtful fashion only when they have both the desire and the ability to do so.

A quanto sembra, il principio della riprova sociale funziona meglio quando essa è fornita dal comportamento di molte persone.

It’s not necessary to alter anything at all except what’s prominent in that person’s mind at the moment of decision.

A method for predictably altering behavior without restricting options or significantly changing incentives.

influence attempts, including pre-suasive ones, will be successful only to the extent that the associations they trigger are favorable to change.

When you tell people what most people would do, their brain says, “I’m most people, so perhaps that is what I should do too.”