i interviewed robert chaldini, the author of influence, the psychology of persuasion. He set up his first experiment where he got the united way on board to help raise money for charity by saying even a penny would help thata. It took three times as long to arrange this than it would have in any lab test. And so people said, oh, you know,  you can give an amount that's appropriate and so they did. You know, the shot was fired out of proportion with what had been expected.

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