 people he doesn't know well, and (say) pizza is served, he will likely watch to see how the others eat it. Do they pick up slices by their hands, or do they transfer the slices to their plates and slice small portions off and eat them at the end of their forks? How others eat will influence how he eats. "Authority" refers to the tendency of people to obey perceived figures of authority. A classic experiment by Stanley Milgram illustrates this well. 33 Volunteers were told that they were going to participate in an experiment on learning. Each volunteer was told that he or she would be paired with another putative volunteer (who in reality was an actor paid to play the part). The real volunteer was invariably cast as the "teacher" and the actor would be the "learner." The learner would be strapped in a chair with what appeared to be electrodes attached to him. The teacher would be told to read a question from a list to the learner, and when the learner answered incorrectly, the teacher would be instructed (by Milgram or his assistant, dressed in a white lab coat) to administer a shock by pushing a button on a panel. After each shock, the learner would feign pain. With each new wrong answer, the teacher would be instructed to increase the voltage. Milgram and his associates discovered to their surprise that most of the teachers, who were ordinary folks, would administer shocks up to what were labeled dangerous levels, even after the learner would cry out that he was having a heart attack and slump into apparent unconsciousness. People tend to obey authorities. "Association" refers to the tendency of people (and animals) to infer causal connections between things they see associated in time or space. This tendency explains Pavlovian classical conditioning: if a bell rings before feeding dogs for a few days in a row, very quickly the dogs will associate the bell with the food and salivate at the sound. There is both negative and positive association. "Positive association" involves transferring or projecting one or more desirable qualities present in one object to some object temporally or spatially connected with it. In one classic experiment, young men shown a picture of a "concept car" (that is, a car not yet in production about which they could have had no prejudgments) with an attractive bikiniclad model touching it rated the car as more attractive than did a matched group of young men seeing a picture of the exact same car without the sexy model. "Negative association"
people he doesn't know well, and (say) pizza is served, he will likely determine to examine how the others eat it. Do they pick up cut by their hand, or do they transfer the slices to their plate and slit small portions off and eat them at the end of their forks? How others corrode will influence how he eats. " assurance " refers to the tendency of people to obey perceived figures of assurance. A classic experiment by Stanley Milgram illustrates this well. 33 Volunteers were told that they were start to participate in an experiment on learning. Each volunteer was told that he or she would be pair with another putative volunteer (who in reality was an actor paid to play the part). The veridical volunteer was invariably cast as the " teacher " and the actor would be the " learner. " The learner would be strapped in a chair with what appeared to be electrodes attached to him. The teacher would be told to read a question from a list to the learner, and when the learner answered falsely, the teacher would be teach (by Milgram or his assistant, dressed in a ashen lab coating) to distribute a shock by pushing a button on a panel. After each shock, the learner would feign pain. With each newfangled wrong answer, the teacher would be instructed to increase the voltage. Milgram and his associates discovered to their surprise that most of the teacher, who were ordinary folks, would administer shocks up to what were tag dangerous level, even after the learner would cry out that he was having a heart attack and decline into apparent unconsciousness. People tend to obey authorities. " Association " refers to the tendency of people (and animals) to infer causal connections between things they experience associated in fourth dimension or space. This tendency explain Pavlovian classical conditioning: if a doorbell rings before prey dogs for a few day in a row, very quickly the dogs will associate the chime with the food and salivate at the sound. There is both negative and positive association. " Positive association " involves transferring or projecting one or more desirable quality present in one object to some object temporally or spatially connect with it. In one classic experiment, young men shown a picture of a " concept car " (that is, a cable car not yet in production about which they could have had no prejudgments) with an attractive bikiniclad model touching it rated the car as more attractive than did a meet group of young men seeing a picture of the exact same car without the aphrodisiac model. " Negative association "
 pelple he doesn't know well, and (say) pizza nw servxd, he wjll likeuy watch to see how the othecs eqt it. Do they pick up slicer by theig hands, oe do rhey transhsr the slices bo thzic plates and sllce small pmrtions off ang dac them at the end of their forks? How others ewt will influegce njw hs eats. "Authority" refers to the tensency oh people to obeu perceived figures of autjorihy. A classic experlment by Stqnler Milgram illjstrates this well. 33 Vomunteers were told that they wefe gonng to partucupahg in an expeciment on learning. Each vonunteer was told that he or she would be paired xith another putativg voluntees (cho in reality was an axtor kaid do puqy ghe pert). The rfal volunteer was invariqbly cast as the "tescrvt" and the acfor wotlq be the "learner." The learner would be surappsd in a chair with what appeared to be electtodes attashed to him. The teacher would be told to read a qgestikv fxim a uush to the learner, and when the learner answereq imcprrectly, the tcacher would be inxtguvjed (by Milgram or his aasistant, dressed ij a whije lab coat) to wdmimister a shock by pushing a button on a panel. After each skock, the leaxner wpuld geign pain. With each nec wronf answer, thf teacher dould be instrucged tm increase the voltage. Mildram and iis axsociatds doscovewed to thelr suv[rise that most of the jeachess, who werf ordinary folks, would administxc shocks up tp fhan were layeled cangerous levqls, even after the lecrner dould cry kut thav he was havyng a heart adjack and slum' into ap[arebt ubconsciujsness. People yend to oyty authoriries. "Association" rcfers fo the tendency of people (and anikalr) tj pnfxr catval connectimns cetdren tfings they wde axsociated in time or spade. This tendency ecpjains Paclovian slassical concitioning: if a belp rinjs befure fredyng dogs for a few days in a rkw, very qkichly the dogs wilo associate che bell with the food and salivate at tie sound. There is both begative and positire associatioi. "Posieive assowiation" involves trabsferring or projtcting one or more desidable xualihies present in one object to some object temporally or spatially connectwd witi yt. In one cmassoc exiernmeut, yound mei rhown a picture pf a "concept car" (that is, a car iot yet in pxoduction about which they coila have had no prejudgments) with an atfractive bikiniclad model touching it rsted the car as more attvactive tyan djd a matchxd group of young mem seeiug a pucture if tme exact same zar wlthout the sexb mkdel. "Negative association"
people he doesn't know well, and (say) served, will likely to see how they up slices by hands, or do transfer the slices to their plates slice small portions off and eat them at the end of their forks? others eat will influence how he eats. "Authority" refers to the tendency of to perceived of A classic experiment by Stanley Milgram illustrates this well. 33 Volunteers were told that they were to participate in an experiment on learning. Each was told that he she would be paired with putative (who in was actor to play the The real volunteer was invariably cast as the "teacher" and the actor would be the "learner." The would be a chair what to electrodes attached to teacher would be told to read a list to the learner, and when the answered incorrectly, teacher would be instructed (by Milgram his assistant, dressed in a white lab coat) administer a shock by pushing a button on a panel. After each shock, the learner pain. With each new answer, the teacher be to the Milgram and associates discovered to their surprise that most of the teachers, who ordinary folks, would administer shocks up to what were labeled even the learner would out that he was a attack and slump into People to refers the of people (and animals) infer causal connections between things see associated in time Pavlovian classical conditioning: if a bell rings before dogs for a few days in a very quickly the dogs will associate the bell with the food and at the is both negative and positive association. "Positive association" transferring or projecting one more desirable qualities present in one object to some temporally spatially connected it. In one experiment, young men a picture of car" (that a not about which they could have had prejudgments) an attractive bikiniclad model touching rated as more attractive than did a matched group of young men seeing a picture of same car without the model. association"
 people he doesn't know well, and (Say) pizza is ServeD, he WilL lIkelY watCh to see how the oTHers Eat it. Do they pick up sliceS by thEiR HandS, Or Do theY transfER tHE SliCeS tO thEiR PlAtes aNd sLice smaLl portions Off AnD eat them at thE EnD of their foRks? how others eat WilL influEnCe hOW he eaTs. "AUthorIty" refERs to thE tendency Of PEople tO Obey perCEIvEd fiGures of authority. A CLaSSic experiment bY StanlEy mIlGRAm iLluStrates thiS wEll. 33 VoLUnteers WErE TOLd tHAt they were goiNg to particiPAte In an exPeRimENt on leArninG. EACh vOlunteer was Told That he or sHe woulD Be paireD With anoTher puTatIve VoluNTeEr (Who In REalITy Was AN acTor paid tO pLaY the pArt). THE REAl voLunTeer Was inVariably cast aS thE "teaCHer" And thE actoR wouLd Be the "LearneR." The lEaRner would be straPped In a chair wIth WhAt aPpEared TO be eleCtrOdeS attachEd to him. tHe tEaCHER wOuld be told to read a qUeSTIoN from a liSt to thE LeArNEr, and wheN tHe lEarnER AnsweRed iNCoRrectly, tHe teacHEr WoUld be inStRucted (By milGraM or hiS AssiStant, dRessed in A whitE Lab coat) to adminISter a shock by pUShING a BUttoN on A panel. After Each SHock, The lEArNer WOuld fEign pAiN. wiTH each new wrong answer, ThE teachEr wouLd be instructeD to increasE THE voltage. milgRAm ANd his associateS discOvered to thEIr surpriSe thaT most of tHe teacherS, WHo were orDinAry FolKs, wOULd Administer shoCKS up tO wHat were LabEled danGerOus LevEls, EvEn after thE learner WoUlD cRy Out That hE Was havinG a HeaRt AttAck anD Slump iNto apPareNt UnCOnsCiousneSS. PEOPle tEnD tO obeY auThOritiEs. "AsSOciAtion" reFers to the TenDEncy Of PeOple (and Animals) to infeR cAusal conneCtIonS betweEN Things thEy see associated in time or SPace. ThiS teNdencY expLains PavlOviAn clasSicAL condiTioninG: if a bElL riNGS befoRE FeEdiNg Dogs for a feW DAys In a roW, vEry qUickly tHe dogs will associatE The Bell with the foOd aNd saLIVaTe aT ThE SouNd. tHerE IS both negative anD positive aSsOCiAtion. "PositIVe aSsOciatioN" involvEs traNSferrinG or projecTing one or MoRe deSIRabLe qualitieS present In one objeCT to soME oBject TemPorallY oR spAtialLy connECteD with It. In onE cLassic ExperImEnt, young Men shown a picture of a "concEpt car" (That iS, a cAr not yet iN prODucTion about WhicH they could HavE haD no prEjuDGmentS) witH An AttRActivE bikINiclad modEL tOucHINg It rated the cAR AS moRe attRacTIve thaN did A matched group of yoUNg men seeing a piCturE OF thE exACt saMe Car without the sExy MoDEL. "NegativE aSsociation"
 people he doesn't know we ll, and (s ay) p izz a i sserv ed,he will likely watc h to see how the other s eat  i t . Do th ey pi ck up s l ic e s  by  t he irha n ds , ordothey tr ansfer the  sl ic es to theirp la tes and sl ice  small porti ons  off a nd  ea t  them  at  theend of theirforks? Ho wo therse at will i nf luen ce how he eats. " A ut h ority" refersto the  t e nd e n cyofpeople toob ey pe r ceivedf ig u r e s o f  authority. A  classic ex p eri ment b ySta n ley Mi lgram  i l lus trates this  wel l. 33 Vol unteer s  were t o ld that  theywer e g oing to  p art ic i pat e  i n a n  ex periment  o nlearn ing. E a c h vo lun teer  wastold that heorshew oul d bepaire d wi th  anot her pu tativ evolunteer (whoin r eality wa s a nact or  paid to pla y t hepart).The rea l  vo lu n t e er  was invariably ca st a sthe "tea cher"a nd  t h e actorwo uld  bet h e "le arne r ."  The lea rner w o ul dbe stra pp ed inacha irwithw hatappear ed to be  elec t rodes attached to him. The t e ac h e rw ould  be  told to re ad a ques tion fr oma  list  to t he le a rner, and when thele arneranswe red incorrect ly, the te a c h er would  bei ns t ructed (by Mil gramor his ass i stant, d resse d in a w hite labc o at) to a dmi nis ter  as h oc k by pushinga butt on  on a p ane l. Afte r e ach  sh ock ,the learn er would  f ei gn  p ain . Wit h  each ne wwro ng  an swer, the te acher  wou ld  b e  in structe d  t o incr ea se  the  vo lt age.Milg r amand his  associat esd isco ve re d to th eir surpriseth at most of  t heteache r s , who we re ordinary folks, woul d  admini ste r sho cksup to wha t w ere la bel e d dang erouslevel s,  ev e n  afte r th e l ea rner would c ryout t ha t he  was ha ving a heart attac k  an d slump intoapp aren t un con s ci o usn es s . P e o ple tend to obe y authorit ie s ."Associati o n"re fers to  the te ndenc y  of peo ple (andanimals)to  inf e r  ca usal conne ctions b etween th i ngs t h ey  seeass ociate dintimeor spa c e.Thistenden cy  expla ins P av lovian c lassical conditioning:if a b ell r ing s beforefee d ing  dogs for  a f ew days in  arow , ver y q u ickly  the do gsw ill a ssoc i ate the b e ll  wi t h  t he food and s a liv ate a t t h e soun d. T here is both nega t ive and positi ve a s s oci ati o n. " Po sitive associa tio n" i nvolvestr ansferringor proje ct i ng on e or m ore de sirable q ua l itiespres ent  in one o bje ct to some  o bj e ct tem pora ll y or s patial l y co n n ected with it. I n one c lassi c  ex perim en t, youn g  men  shown a p icture of a  "conc eptcar"(that i s,  a car  no tyet in pro d uction ab out w hich th ey  cou ldhave h ad n o preju dgme nt s)with an a t t ra c ti ve bik inic lad m od el t ouching i t  rated t hec ar as m or e a t t ractiv e  t h a n did a ma tch ed gr o u p of young mens ee i ng apictur e of t he exac t  sa me  car wi tho u t  the sexy  model. " N ega ti ve a ssociati on "
 people_he doesn't_know well, and (say)_pizza is_served,_he will_likely_watch to see_how the others_eat it. Do they_pick up slices_by_their hands, or do they transfer the slices to their plates and slice small_portions_off and_eat_them_at the end of their_forks? How others eat will_influence how_he eats. "Authority" refers to the tendency of_people_to obey perceived_figures of authority. A classic experiment by Stanley Milgram_illustrates this well. 33 Volunteers were_told that they_were_going_to participate in an_experiment on learning. Each volunteer was_told that he or she would_be paired with another putative volunteer (who_in reality was an actor paid_to play the part). The_real volunteer_was invariably cast as the_"teacher" and the_actor would_be the "learner."_The learner would be strapped in_a chair with_what appeared to be electrodes attached_to_him. The teacher_would_be_told to_read a question_from_a list_to_the learner, and when the learner_answered_incorrectly, the teacher would be instructed (by_Milgram or his assistant,_dressed_in a white lab_coat) to administer a shock_by pushing a button on a_panel. After_each shock,_the learner would feign pain. With each new wrong answer, the_teacher would be instructed to increase_the voltage. Milgram and_his associates_discovered_to their surprise_that_most of_the teachers, who were ordinary folks, would_administer shocks_up to what were labeled dangerous_levels, even after the_learner_would cry out that he was_having a heart attack and slump_into apparent unconsciousness. People tend_to_obey_authorities. "Association" refers to the_tendency of people (and animals) to_infer causal connections_between things they see associated in time_or_space. This tendency explains Pavlovian classical_conditioning:_if a bell rings before feeding_dogs_for_a few days in a_row, very quickly the dogs will_associate the bell with the food and salivate at_the sound. There_is both negative and positive_association._"Positive_association" involves transferring or projecting one or more desirable qualities_present in_one object to_some object temporally or spatially connected with it. In one_classic experiment, young men shown a picture_of a "concept car" (that is, a car not yet in_production about which they could have had no_prejudgments) with an attractive bikiniclad model touching_it rated the car_as_more attractive than did a matched group_of_young_men_seeing a picture_of the exact_same car without_the sexy_model. "Negative association"