The idea of potential loss plays a large role in human decision making. In fact, people seem to be more motivated by the thought of losing something … - Robert B. Cialdini

people seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.

The press may not be successful most of the time in telling people what to think, but it is stunningly successful in telling them what to think about.

Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.

Parte de su fenomenal éxito se debía a su infatigable capacidad de trabajo y compromiso, pero no todo. Según los cronistas de aquel triunfo, Feldman nunca presionaba para lograr una venta a los potenciales clientes que se mostraban reticentes. En lugar de ello, introducía un toque sutil (y astuto) en su discurso que los guiaba con suavidad hacia esa decisión.