Oran had been reading the work of Robert Cialdini, a former psychology professor and an expert in the power of persuasion. Cialdini had run experiments in southern California trying to get homeowners to reduce their energy use. When Cialdini distributed signs urging people to conserve energy to benefit the environment, or to save money, or to benefit future generations, they didn’t respond. But when Cialdini’s signs informed people that their neighbors were changing their ways to save energy, they responded. Energy use went down.

— The Inside Story of MoveOn’s Secret “Silver Bullet” to Deliver Victory for Obama

— By Andy Kroll

— Mother Jones (magazine)

2013.01.13 Sunday ACHK