As a general rule, whenever the dust settles and we find losers looking and speaking like winners (and vice versa), we should be especially wary of t… - Robert B. Cialdini

We like people who are similar to us. This fact seems to hold true whether the similarity is in the area of opinions, personality traits, background, or life-style.

Consider the results of a study conducted at Northwestern University. Researchers gave online participants information about a pair of sofas we’ll call the Dream and the Titan. The two, manufactured by different furniture companies, were comparable in all respects except for their cushions. The Dream’s cushions were softer and more comfortable than the Titan’s but less durable.

once we realize that obedience to authority is mostly rewarding, it is easy to allow ourselves the convenience of automatic obedience.