Consider the results of a study conducted at Northwestern University. Researchers gave online participants information about a pair of sofas we’ll ca… - Robert B. Cialdini

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.

Observers trying to decide what a man is like look closely at his actions.

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.