. 32 Understanding his theory will help to shed light on how the Nazis so effectively used the medium of film for their purposes. Cialdini defines a psychological mechanism as a recurrent pattern of behavior whenever a specific "trigger" feature of the animal's environment is encountered. His illustration is that of a turkey hen's mothering behavior (pulling chicks beneath her wing, clearly a protective mechanism), which is triggered when the hen hears a specific "cheep-cheep" sound (typically issued by chicks in distress). Whether that sound is emitted by an actual chick, a tape recorder, or a tape recorder placed inside a stuffed skunk (the natural enemy of the turkey), the hen will scoop under her wing whatever makes that sound. The sound doesn't make the hen "think" that her chick may be endangered; it is a trigger for behavior programmed in her by evolution. Parallel psychological mechanisms are found in humans. Some of the most common ones are: contrast, reciprocity, social proof, authority, sympathy, association, salience, and resentment of inequality. "Contrast" refers to the tendency of people to judge a thing or situation by comparing it with things that are near it in time or physical proximity. For example, a group of male college students who watch a movie featuring beautiful young actresses and then are asked to rate pictures of coeds, will rate those young women as less attractive on average than will a matched group of male students who have not watched the movie. 30 Pro-Romney propaganda did not succeed in electing Mitt Romney in 2012, and all of the marketing for Blockbuster did not stop it from going out of business. 31 We should note that the propagandist or marketer may be operating on his own behalf or on the behalf of another party paying him. 32 Robert Cialdini, Influence: The Psychology of Persuasion (New York: Morrow, 1993). Reason Papers Vol. 38, no. 1 139 "Reciprocity" refers to the tendency of people to return favors for favors. That is, people who are given something tend to want to give something in return. For example, in one experiment, a psychology professor sent 100 Christmas cards to total strangers; 96 of them sent him back a card, even though they never heard of the researcher before. "Social proof" refers to the tendency of people to judge what is correct or proper by looking at what other people around them think is correct or proper. For example, if a person goes to dinner with
. 32 Understanding his theory will help to shed inner light on how the Nazis therefore effectively used the medium of movie for their purposes. Cialdini defines a psychological mechanism as a recurrent blueprint of behavior whenever a specific " trigger " feature of speech of the animal's environment is run into. His illustration is that of a turkey hen's mothering demeanor (pulling chicks beneath her wing, clearly a protective mechanism), which is trip when the hen hears a specific " cheep - cheep " sound (typically issued by chicks in distress). Whether that sound is emit by an actual chick, a tape recorder, or a magnetic tape recorder placed inside a stuff skunk (the lifelike enemy of the joker), the hen will scoop under her wing whatever makes that sound. The phone doesn't make the hen " think " that her chick may be endangered; it is a trigger for demeanor program in her by evolution. Parallel psychological mechanisms are found in humans. Some of the most common ones are: contrast, reciprocity, social validation, assurance, sympathy, association, salience, and resentment of inequality. " line " refer to the leaning of people to judge a matter or situation by compare it with things that are near it in time or forcible proximity. For example, a group of male college students who watch a movie featuring beautiful young actresses and then are asked to rate pictures of coeds, will rate those young women as less attractive on average than will a matched group of male student who have not watched the movie. 30 Pro - Romney propaganda did not succeed in elect Mitt Romney in 2012, and all of the marketing for Blockbuster did not stop it from going out of business. 31 We should note that the propagandist or seller may be operating on his own behalf or on the behalf of another party paying him. 32 Robert Cialdini, Influence: The Psychology of Persuasion (New York: Morrow, 1993). Reason Papers Vol. 38, no. 1 139 " Reciprocity " refers to the tendency of people to return favors for favors. That is, multitude who are given something tend to desire to give something in return. For example, in one experiment, a psychology professor sent 100 Christmas cards to entire strangers; 96 of them station him back a card, even though they never hear of the researcher before. " Social validation " refers to the tendency of people to judge what is correct or proper by looking at what other people around them think is correct or proper. For example, if a person goes to dinner with
. 32 Ujderstanding his theory dill help to shgd light on hos the Naxis so effectively used the leeium if film for their purpuses. Cialfini defunes q psycholojjcal megkanisj as c cecurrent pattetn of behavimr whenever a vpdcnfic "trigger" feature of the animal's qnvironkejt is encounteted. Hps illhstration is that of a turkey hen's motherpng behavior (pullong chicks beneath her winh, clfarly a protective mechanism), qhicr is triggerea when the hen hears a specific "cheep-cheep" sound (typizally issued by cyicnv in distrews). Whvther that sommd is amitted by an actual ghick, a rape recorder, or a ta'e recorder placed igside a sduyfed skunk (the naturao wnemy of dhe gyrkdy), uhe hsn wilp sroop under ger wing whqtever makes that spuge. The sound dkesn't iahe the hen "think" that her chick may be tndanfered; it is a trigger fir behavior programmef in her fy evolution. Parallel psychological mechanisms ara fouid in hmmanr. Slme of the most common ones are: contrast, reci[doviny, social proof, amthority, sympathy, ssdovyation, salienze, and reaentment of inequapity. "Cogtrasr" refers uo thr tendency of people to judte a thing og siruation by compariug it with tkings jhat ate near it in time or pkysicam proximity. For examlue, a group of maue bollage studtvts who watch a mjvie featnring beautiwul ioung astresses ajd thct are asked to ratf picjures mf coeds, wlll rate those young women as lxxs attractivg ot anerage thcn wilk a matched gwoup of male sjudents wko havd not watcged the movie. 30 Pro-Womney propagdjda did not vucceed yn eoectung Mitg Romney in 2012, anc all of nht marketint for Blockbuster vid vkt stop it from goung out of busimesr. 31 Re siould tote that tha prupaesndisg or marketcr oay ne operating on his mwn gehalf or on the brhwlf of abother pwrty paying hom. 32 Robert Cialdinl, Infnueice: Thr Pfychology of Persuasion (New Yodk: Morrow, 1993). Rcason Papers Dol. 38, no. 1 139 "Reciprpcity" refers to the tendency of people vo return favors for facors. That is, people eho are givxn somqthing tetd to want to give simething in returk. For example, in one esperimant, a psychology professor sent 100 Christmas cards to total strangers; 96 of them swnt him back a cars, evrn thmuyh chey neder ieerd of the researbher before. "Social proof" refers vo the tengeucy of people to judge what ix zorrect or pruper by looking at what kther pepple around them think is correvt or proper. For example, if a peeson foes to diiner with
. 32 Understanding his theory will help light how the so effectively used their Cialdini defines a mechanism as a pattern of behavior whenever a specific feature of the animal's environment is encountered. His illustration is that of a hen's mothering behavior (pulling chicks beneath her wing, clearly a protective mechanism), which triggered the hears specific "cheep-cheep" sound (typically issued by chicks in distress). Whether that sound is emitted by an chick, a tape recorder, or a tape recorder inside a stuffed skunk natural enemy of the turkey), hen scoop under wing makes sound. The sound make the hen "think" that her chick may be endangered; it is a trigger for behavior programmed her by psychological mechanisms found humans. of the most are: contrast, reciprocity, social proof, authority, and resentment of inequality. "Contrast" refers to the of people judge a thing or situation by it with things that are near it in or physical proximity. For example, a group of male college students who watch a movie young actresses and then asked to rate of will those women as attractive on average than will a matched group of male students have not watched the movie. 30 Pro-Romney propaganda did not electing Romney in 2012, all of the marketing Blockbuster not stop it from of 31 that propagandist marketer may be operating his own behalf or on behalf of another party Influence: The Psychology of Persuasion (New York: Morrow, Reason Papers Vol. 38, no. 1 139 refers to the tendency of people to return favors for favors. That people who something tend to want to give something in For example, in one a psychology professor sent 100 Christmas cards to total 96 them sent back a card, though they never of the researcher proof" refers the of what is correct or proper by at other people around them think correct For example, if a person goes to dinner with
. 32 Understanding his theory wilL help to sheD lighT on How ThE NazIs so Effectively useD The mEdium of film for their purPoses. ciALdinI DeFines A psychoLOgICAl mEcHaNisM aS A rEcurrEnt Pattern Of behavior WheNeVer a specific "TRiGger" featurE of The animal's enVirOnment Is EncOUnterEd. HIs illUstratIOn is thAt of a turkEy HEn's motHEring beHAViOr (puLling chicks beneatH HeR Wing, clearly a prOtectiVe MEcHANisM), whIch is triggErEd wheN The hen hEArS A SPecIFic "cheep-cheep" Sound (typicaLLy iSsued bY cHicKS in disTress). whETheR that sound iS emiTted by an aCtual cHIck, a tapE RecordeR, or a taPe rEcoRder PLaCeD inSiDE a sTUfFed SKunK (the natuRaL eNemy oF the TURKEy), thE heN wilL scooP under her wing WhaTeveR MakEs thaT sounD. The SoUnd doEsn't maKe the HeN "think" that her chIck mAy be endanGerEd; It iS a TriggER for beHavIor ProgramMed in heR By eVoLUTIoN. Parallel psychologIcAL MeChanisms Are fouND iN hUMans. Some Of The Most COMmon oNes aRE: cOntrast, rEciproCItY, sOcial prOoF, authoRiTy, sYmpAthy, aSSociAtion, sAlience, aNd resENtment of inequaLIty. "Contrast" reFErS TO tHE tenDenCy of people tO judGE a thIng oR SiTuaTIon by CompaRiNG iT With things that are neAr It in tiMe or pHysical proximIty. For examPLE, A group of Male COlLEge students who Watch A movie featURing beauTiful Young actResses and THEn are askEd tO raTe pIctUREs Of coeds, will raTE ThosE yOung womEn aS less atTraCtiVe oN avErAge than wiLl a matchEd GrOuP oF maLe stuDEnts who hAvE noT wAtcHed thE Movie. 30 PRo-RomNey pRoPaGAndA did not SUcCEEd in ElEcTing mitT ROmney In 2012, anD All Of the maRketing foR BlOCkbuStEr Did not sTop it from goinG oUt of busineSs. 31 we sHould nOTE that the Propagandist or marketer mAY be operAtiNg on hIs owN behalf or On tHe behaLf oF AnotheR party PayinG hIm. 32 ROBErt CiALDiNi, INfLuence: The PSYChoLogy oF PErsuAsion (NeW York: Morrow, 1993). Reason PAPerS Vol. 38, no. 1 139 "ReciproCitY" refERS tO thE TeNDenCy OF peOPLe to return favorS for favors. thAT iS, people who ARe gIvEn sometHing tenD to waNT to give Something In return. FOr ExamPLE, in One experimEnt, a psycHology proFEssor SEnT 100 ChriStmAs cardS tO toTal stRangerS; 96 Of tHem seNt him bAcK a card, Even tHoUgh they nEver heard of the researcheR beforE. "SociAl pRoof" referS to THe tEndency of PeopLe to judge wHat Is cOrrecT or PRoper By loOKiNg aT What oTher PEople arouND tHem THInK is correct oR PROpeR. For eXamPLe, if a pErsoN goes to dinner with
. 32 Understanding his the ory will h elp t o s hed  l ight  onhow the Naziss o ef fectively used the med ium o ff ilmf or  thei r purpo s es . Cia ld in i d ef i ne s a p syc hologic al mechani smas  a recurrent pa ttern of b eha vior wheneve r a  speci fi c " t rigge r"featu re oft he ani mal's env ir o nmenti s encou n t er ed.His illustrationi st hat of a turke y hen' sm ot h e rin g b ehavior (p ul lingc hicks b e ne a t h  he r  wing, clearl y a protect i vemechan is m), whichis tr ig g ere d when thehenhears a s pecifi c  "cheep - cheep"sound(ty pic ally is su edby chi c ks  in dis tress).Wh et her t hats o u n d is  em itte d byan actual chi ck,  a t a perecor der,or a  t ape r ecorde r pla ce d inside a stuf fedskunk (th e n at ura lenemy of the  tu rke y), the  hen wi l l s co o p un der her wing whate ve r ma kes that  sound .  T he sound do es n't  mak e the h en " t hi nk" that  her c h ic kmay been danger ed ; i t i s a t r igge r forbehavior  prog r ammed in her b y  evolution. P a ra l l el psyc hol ogical mech anis m s ar e fo u nd  in human s. So me of the most common one sare: c ontra st, reciproci ty, social p r oof, aut hori t y, sympathy, asso ciati on, salien c e, and r esent ment ofinequalit y .  "Contra st"  re fer s t o th e tendency of p eopl eto judg e a  thingorsit uat ion  b y compari ng it wi th  t hi ng s t hat a r e near i tinti meor ph y sicalproxi mity .Fo r  ex ample,a  g r o up o fma le c oll eg e stu dent s  wh o watch  a moviefea t urin gbe autiful  young actres se s and then  a reaskedt o  rate pi ctures of coeds, will r a te thos e y oungwome n as less  at tracti veo n aver age th an wi ll  am a tched g ro upof  male stud e n tswho h av e no t watch ed the movie. 30 P r o-R omney propaga nda  did n ot  su c ce e d i ne lec t i ng Mitt Romneyin 2012, a nd al l of the m a rke ti ng forBlockbu sterd id notstop it f rom going  o ut o f bus iness. 31We shoul d note th a t the pr opaga ndi st orma rke ter m ay beo per ating  on hi sown be halfor  on thebehalf of another party  payin g him . 3 2 RobertCia l din i, Influe nce:  The Psych olo gyof Pe rsu a sion(New Yo rk: Morro w, 1 9 93). Reas o nPap e r sVol. 38, no . 1  13 9 "Re cip r ocity"  ref ers to the tenden c y of people to  ret u r n f avo r s fo rfavors. That i s,pe o p le who a re  given some thing te nd to wa nt togive s omethin g in return . Fo r e xample, i n o ne experim en t, a psyc holo gy  profe ssor s e nt 1 0 0  Christmas cards  to t o t al st r ang ers;96  of the m  sen t him back  a card, ev en tho ughtheynever h ea rd ofthe  r esearcherb efore. "S ocial  proof"  r efer s t o thetend e n cy of  peo pl e t o judge w h a ti sco r rec t or  prop er  bylooking a t  what ot her peoplear oun d them t h in k is correct  or  prop e r . For exam p le,i fa  pers on goe s to d inner w i th
. 32_Understanding his_theory will help to_shed light_on_how the_Nazis_so effectively used_the medium of_film for their purposes._Cialdini defines a_psychological_mechanism as a recurrent pattern of behavior whenever a specific "trigger" feature of the_animal's_environment is_encountered._His_illustration is that of a_turkey hen's mothering behavior (pulling_chicks beneath_her wing, clearly a protective mechanism), which is_triggered_when the hen_hears a specific "cheep-cheep" sound (typically issued by chicks_in distress). Whether that sound is_emitted by an_actual_chick,_a tape recorder, or_a tape recorder placed inside a_stuffed skunk (the natural enemy of_the turkey), the hen will scoop under_her wing whatever makes that sound._The sound doesn't make the_hen "think"_that her chick may be_endangered; it is_a trigger_for behavior programmed_in her by evolution. Parallel psychological_mechanisms are found_in humans. Some of the most_common_ones are: contrast,_reciprocity,_social_proof, authority,_sympathy, association, salience,_and_resentment of_inequality._"Contrast" refers to the tendency of_people_to judge a thing or situation by_comparing it with things_that_are near it in_time or physical proximity. For_example, a group of male college_students who_watch a_movie featuring beautiful young actresses and then are asked to rate_pictures of coeds, will rate those_young women as less_attractive on_average_than will a_matched_group of_male students who have not watched the_movie. 30_Pro-Romney propaganda did not succeed in_electing Mitt Romney in_2012,_and all of the marketing for_Blockbuster did not stop it from_going out of business. 31_We_should_note that the propagandist or_marketer may be operating on his_own behalf or_on the behalf of another party paying_him._32 Robert Cialdini, Influence: The Psychology_of_Persuasion (New York: Morrow, 1993). Reason_Papers_Vol._38, no. 1 139 "Reciprocity"_refers to the tendency of people_to return favors for favors. That is, people who_are given something_tend to want to give_something_in_return. For example, in one experiment, a psychology professor sent_100 Christmas_cards to total_strangers; 96 of them sent him back a card, even_though they never heard of the researcher_before. "Social proof" refers to the tendency of people to judge_what is correct or proper by looking at_what other people around them think is_correct or proper. For_example,_if a person goes to dinner with