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Chapter 18. Persuasion Trigger Four: Aut... > AUTHORITY – ITS DANGER AND POWER

AUTHORITY – ITS DANGER AND POWER

The Milgram Studies

Imagine you've volunteered to take part in an experiment on the study of memory with Professor Stanley Milgram at Yale University. When you arrive at the laboratory suite, you are met by a sternfaced researcher dressed in a grey lab coat. The other person you meet is a likable, mild-mannered, middle-age accountant.

The researcher explains the experiment is about how punishment affects learning. After drawing lots, you end up playing the part of the teacher; the accountant will play the learner. The accountant is given a long list of pairs of words to memorize.


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