El riesgo por temor resulta ser de verdad peligroso y ciertamente temible. - Robert B. Cialdini

All things being equal, you root for your own sex, your own culture, your own locality…and what you want to prove is that you are better than the other person. Whomever you root for represents you; and when he wins, you win.”88

it will be when prestige (both public and private) is low that we will be intent upon using the successes of associated others to help restore image.

He who wants to persuade should put his trust not in the right argument, but in the right word. —