Anything too stupid to be spoken,” he asserted, “is sung. - Robert B. Cialdini

audiences have been successfully manipulated by those who use social evidence, even when that evidence has been openly falsified.

When our freedom to have something is limited, the item becomes less available, and we experience an increased desire for it. However, we rarely recognize that psychological reactance has caused us to want the item more; all we know is that we want it. Still, we need to make sense of our desire for the item, so we begin to assign it positive qualities to justify the desire.

Nothing in life is as important as you think it is while you are thinking about it.”2