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

There is a natural human tendency to dislike a person who brings us unpleasant information, even when that person did not cause the bad news. The simple association with it is enough to stimulate our dislike.

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.

the correctness of an action was not adjudged by such considerations as apparent senselessness, harmfulness, injustice, or usual moral standards, but by the mere command of a higher authority.