Monkey See, Monkey Do . . . Monkey Die - Robert B. Cialdini

our attitude toward something has been influenced by the number of times we have been exposed to it in the past.

You use your cuts to get people to swing attention to the parts of your message you really want them to focus on.

Do you consider yourself a helpful person?” Following brief reflection, nearly everyone answered yes. In that privileged moment — after subjects had confirmed privately and affirmed publicly their helpful natures — the researchers pounced, requesting help with their survey. Now 77.3 percent volunteered.