Our best evidence of what people truly feel and believe comes less from their words than from their deeds. - Robert B. Cialdini

Advertisers love to inform us when a product is the “fastest-growing” or “largest-selling” because they don’t have to convince us directly that the product is good, they need only say that many others think so, which seems proof enough.

in deciding whether a possibility is correct, people typically look for hits rather than misses; for confirmations of the idea rather than for disconfirmations.

The drop from abundance to scarcity produced a decidedly more positive reaction to the cookies than did constant scarcity.