Robert B. Cialdini

the automatic, fixed-action patterns of these animals work very well the great majority of the time. For example, because only healthy, normal turkey chicks make the peculiar sound of baby turkeys, it makes sense for mother turkeys to respond maternally to that single __heep-cheep_ noise.

The customers, mostly well-to-do vacationers with little knowledge of turquoise, were using a standard principle__ stereotype__o guide their buying: __xpensive = good.

Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? The result was that once again nearly all (93 percent) agreed, even though no real reason, no new information, was added to justify their compliance. Just as the __heep-cheep_ sound of turkey chicks triggered an automatic mothering response from maternal turkeys__ven when it emanated from a stuffed polecat__o, too, did the word __ecause_ trigger an automatic compliance response

A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.