Psychologists have long understood the power of the consistency principle to direct human action. - Robert B. Cialdini

The principle of social proof says so: The greater the number of people who find any idea correct, the more the idea will be correct.

once a person’s self-image is altered, all sorts of subtle advantages become available to someone who wants to exploit that new image.

All things being equal, you root for your own sex, your own culture, your own locality…and what you want to prove is that you are better than the other person. Whomever you root for represents you; and when he wins, you win.”88