The human psyche is one of the biggest mysteries. Sometimes the differences between people are so great that even those closest to them are unable to understand each other’s behavior and actions. But despite the great differences in psychological characteristics, scientists have learned many interesting patterns and facts about human psychology. Let's take a look at some of them:

Fact 1: With your eyes closed, information is remembered more easily. Most effective way memorization: 10 min. breaks every 30–40 minutes of class.

Fact 2: The brain is just as active during sleep as it is during wakefulness. Research has confirmed that when a person sleeps and dreams, his brain processes and integrates the experiences of the whole day, generates associations from the information received and decides what to remember and what to forget. Therefore, if you want to remember information better, it is better to go to bed immediately after you have learned the material.

Fact 3: If a person is trying to remember something, but continues to look into your eyes, you can be sure that you are being deceived.

Fact 4: The calmer a person looks, the less often they contradict him. Conversely, the more enthusiastically a person defends his point of view, the more violent the resistance will be. Therefore, in a dispute, it is better to speak in a quiet and calm voice.

Fact 5: Many people may claim to be good at multitasking. This is not true. Scientists using psychological research proved that a person cannot do 2-3 things at once. Of course, you can walk and talk on the phone, but our brain is fixed only on one most important thing at a particular moment in time. This confirms that a person cannot think about several things at the same time.

Fact 6: If a person boasts that he has more than a thousand friends in social networks, then in reality there are much fewer of them. In psychology and anthropology, there is such a thing as “Dunbar’s number” - this is the maximum number of close connections that a person can have, and it ranges from 50 to 150.

Fact 7: In a new and unfamiliar place, many people prefer the right side. So if you don't want to wait in line for a long time or get caught in a crowd, keep to the left.

Fact 8: In stores where clothes are sold, it has been noted that women pay more attention to shelves and hangers, where there is chaos. Subconsciously it seems that this is where all the most valuable and interesting things are located.

Fact 9: Men and women remember events differently. For example, when a criminal snatches a purse, a woman remembers the victim's facial expression. Men, on the contrary, remember the criminal.

Fact 10: In fact, we see things differently than we perceive them. Try reading: “nezhavno in kaokmpodyakrarpasoloyezhnybkuvy in slvoe. Smaoevaonzhe, this is what happened and suffered the blows on the sviokhmets.” Please note that you can read a sentence even when the letters are jumbled. According to the University of Cambridge: the human brain does not read each letter separately, but reproduces the word as a whole. The way a person perceives information (words) is usually different from what they see (confused letters).

Fact 11: Scientists conducted an experiment in which a group of volunteers wore glasses for 30 days that turned their vision of the world upside down (upside down). When the volunteers took off their glasses, they spent another 30 days getting used to the normal vision of the world, and at first they saw the world upside down. This suggests that even our perception of reality is rooted in established habit.

Fact 12: It takes an average of 66 days to create a habit. The more complex the habit, the more time you need to spend on it. So, for those who wanted to get into the habit of doing physical exercise, most often it took 1.5 times longer for it to become automatic than for those who developed the habit of eating fruit for lunch.

Fact 13: More than 400 phobias are known. The era of computers and the Internet has already added to the list of fears. Such, for example, as “trollephobia”, “tradephobia” (fear of commenting), “selfiephobia”, “imagephobia” (fear that the sent emoticon or picture will be misinterpreted), “socyonetophobia” (fear of social networks), “nomophobia” (fear of being left without a smartphone).

Fact 14: Strong emotions distort memory and cause false memories.

Fact 15: A person tends to explain the behavior of other people by their personal characteristics, and his own behavior by external factors. This phenomenon is called the Fundamental Attribution Error.

Fact 16: When hugging, a hormone is produced that subconsciously makes a person trust. Isn't it a wonderful reason to hug more often?!

Fact 17: People who live together for a long time become similar to each other.

Fact 18: Comedy actors or funny people in groups are actually more susceptible to depression than others.

Fact 19: If you can't stop the flow of your thoughts at night, get up and write them down. This will calm your mind and you will be able to fall asleep.

Fact 20: A person indulges in daydreaming about 30% of the time.

The human psyche remains one of the biggest mysteries in the world.

Although researchers have learned many interesting facts about human psychological characteristics, and can even predict our behavior based on certain rules, much remains unknown.

Did you know how fallible your memories are, how long your habits take to form, or how many friends you can make?

Here are these and other psychological facts that will help you get to know yourself better.

1. You suffer from "inattention blindness"

If you haven't heard about the invisible gorilla experiment, watch the following video. You need to count the number of passes made by people wearing white T-shirts (watch the video before reading further).

This is an example of what is called "inattentional blindness." The idea is that we are often blind to what is literally happening under our noses if we are focused on some other task.

IN in this case, a man in a gorilla suit walks through a group of players, stops and walks away. Participants busy counting passes often simply do not notice the gorilla. Moreover, those who are aware of the gorilla's appearance become even more inattentive and miss other changes (such as a change in the color of the curtains, or the departure of one girl).

2. You can only remember 3-4 items at a time

There is a rule of the “magic number 7 plus minus 2”, according to which a person cannot store more than 5-9 blocks of information at the same time. Most information is stored in short-term memory for 20-30 seconds, after which we quickly forget it, unless we repeat it over and over again.

Although most people can retain about 7 digits in memory for a short period, almost all of us have difficulty retaining 10 digits in our minds.

Recent research shows that we are able to store even less: about 3-4 blocks of information at a time. And although we try to group the data we receive, our short term memory still remains quite limited.

For example, a telephone number is divided into several sets of numbers so that we can remember it more easily.

3. We do not perceive the combination of red and blue

Although these colors are used in many national flags, red and blue are difficult for our eyes to perceive when they are next to each other.

This is due to an effect called "chromostereopsis", which causes some colors to "pop out" while others are removed. This causes irritation and eye fatigue.

This effect is most pronounced when combining red and blue, as well as red and green.

4. You see things differently than you perceive them.

According to a study by the University of Cambridge, "nezhavno in kaokm podyakr rpasoloyezhny bkuvy v slvoe. Smaoe vaonzhe, this chotby pearvya i nesdyalya bkuva blyi na svioh metsah."

Even if the other letters are jumbled, you will be able to read the sentence. This happens because the human brain does not read each letter, but the word as a whole. It constantly processes the information it receives from the senses, and the way you perceive the information (words) is usually different from what you see (confused letters).

5. You are able to hold close attention about 10 minutes

Even if you are at a meeting, you are interested in the topic, and the person presents the subject in an interesting way, then the maximum attention you can maintain is 7-10 minutes. After this, your attention will begin to wane and you need to take a break to continue to maintain your interest.

6. The ability to delay gratification begins in childhood.

Your ability to delay immediate gratification of your desires begins in early childhood. People who are with early years were able to delay gratification, perform better in school, and cope better with stress and disappointment.

7. We daydream 30 percent of the time.

Do you like to be in the clouds? According to psychologists, we all like to daydream at least 30 percent of the time. Some of us are even bigger, but that's not always a bad thing. Researchers say people who daydream tend to be more creative and better problem solvers.

8. It takes 66 days to form a habit.

Scientists studying how long it takes for certain actions to become habits have found that on average it takes us about 66 days to do this.

The more complex the behavior we want to acquire, the longer we need. Thus, those who wanted to develop the habit of exercise most often took 1.5 times longer for it to become automatic than those who developed the habit of eating fruit for lunch. Even if you miss a day or two, it won't affect the time it takes to get into the habit, but missing too many days in a row can slow down the process.

9. You overestimate your reaction to future events.

We are not very good at predicting the future. More specifically, we overestimate our reaction to future events, whether pleasant or negative. Research has shown that people believe that positive events, such as getting married or winning big, will make them much happier than they actually are. Likewise, we believe that negative events, such as losing a job or having an accident, will make us feel much more depressed than in reality.

10. You blame the other person, not the situation (and the situation, not yourself)

Remember when you were waiting for another person who was late for a meeting. Most likely, you attributed his delay to irresponsibility and lack of composure. In the same situation, you attributed your lateness to external circumstances (traffic jams).

In psychology, this is called the “fundamental attribution error” - that is, the tendency to blame the behavior of other people internal features personality, and their behavior - by external factors (“I had no choice”, “I was unlucky”). Unfortunately, even though we are aware of our tendency to make unfair judgments, we still continue to make this fundamental mistake.

11. The number of friends you can have is limited.

Even if you can boast of several thousand friends on social networks, in reality you have many fewer. Psychologists and anthropologists have identified the “Dunbar number” - that is, the maximum number of close connections that a person can have, and it ranges from 50 to 150.

12. You can't help but pay attention to food, sex and danger.

Have you noticed that people always stop to look at scenes of accidents. In fact, we cannot ignore the situation of danger. Every person has an ancient brain structure that is responsible for survival and asks: "Can I eat this? Can I have sex with this? Could this kill me?"

Food, sex and danger are all he cares about. After all, without food a person will die, without sex the race will not continue, and if a person dies, the first two points will not make sense.

13. You know how to do things that have never been done before.

Imagine that you have never seen an iPad, but they gave it to you and told you to read books on it. Before you even turn on your iPad and start using it, you'll already have a model in your head of how to read books with it. You will have ideas about what the book will look like on screen, what features you will be able to use, and how you will do it.

In other words, you have a "mental model" of reading a book on your tablet, even if you've never done it. Your mental model will be different from someone who has read e-books before and someone who doesn't even know what an iPad is.

Our mental models are based on incomplete facts, past experiences, and even intuitions.

14. You want more choices than you can handle.

If you go to any supermarket, you will see a huge range of products, and all because people need large selection.

In one study conducted in a supermarket, researchers presented participants with 6 types of jam, followed by 24 types of jam. And while people were more likely to stop at a stand with 24 types of jam, they were 6 times more likely to buy jam from a stand with 6 types of jam.

The explanation is simple: despite the fact that we think we want more, our brains can only handle so many things at once.

15. You're happier when you're busy.

Imagine that you are at the airport and you need to pick up your luggage. However, it will take you about 12 minutes to get to the baggage claim area. When you arrive at baggage claim, you immediately collect your suitcase. How impatient do you feel?

Now try to imagine a similar situation, but you get to the delivery lane in 2 minutes and wait 10 minutes for your luggage. Although in both situations it took you 12 minutes to get your luggage, in the second case you were probably more impatient and unhappy.

If a person has no reason to be active, he decides to do nothing. And while it helps us maintain energy, idleness makes us feel impatient and unhappy.

16. You make most decisions subconsciously.

Although we like to think that all our decisions are carefully controlled and thought out, research suggests that everyday decisions are actually subconscious, and for a reason.

Every second our brain is bombarded with more than 11 million individual pieces of data, and since we cannot carefully check all this, our subconscious helps us make decisions.

17. You rework your memories.

We think of our memories as little "movies" that we play in our heads and believe that they are stored just like videos on our computer. However, this is not true.

Each time you mentally return to an event, you change it, since the neural pathways are activated differently each time. This may be influenced by later events and the desire to fill gaps in memory. So, for example, you don't remember who else was at the family reunion, but since your aunt was usually present, you can eventually include her in your memory.

18. You can't multitask

If you think you're good at multitasking, you're wrong. Scientists have proven that we cannot do 2-3 things at once. Sure, we can walk and talk to our friend at the same time, but our brain only focuses on one priority function at a time. This suggests that we cannot think of two different things simultaneously.

19. Your most vivid memories are wrong.

Memories of exciting and dramatic events are called "flashback memories" in psychology, and they turn out to be full of errors.

Well-known examples of this phenomenon are the events associated with September 11th. Psychologists asked participants to describe in detail what they did, where they were and other details related to the event, immediately after the terrorist attack and 3 years later. It turned out that 90 percent of later descriptions differed from the original ones. Many people can describe in detail where and what they were doing when they heard the news. The only problem is that these details are incorrect because strong emotions associated with the memory distort the memories.

20. Your brain is just as active while you sleep as it is when you're awake.

When you sleep and dream, your brain processes and integrates the experiences of the entire day, creates associations from the information received, decides what to remember and what to forget. Surely you have often heard the advice to “get a good night’s sleep” before an exam or important event. If you want to remember what you've learned, it's best to go to bed after you've learned the material and before you need to remember it.

1. Those who sleep 6-7 hours are less at risk of premature death than those who sleep 8 hours. But those who sleep less than 5 hours at night are three times more likely to have mental health problems than those who sleep 8-9 hours. 2. There is no better sound for a person than his pronounced name. The first thing you need to remember when meeting someone is their name. Not a position, not a profession, but a name. This is the basic rule for establishing good relationships. 3. To fall asleep quickly, you need to lie on your back, stretch out, and relax your whole body. Close your eyes and roll your pupils upward under closed eyelids. This is a normal condition of the eyes during sleep. Having accepted this position, a person falls asleep quickly, easily and deeply. According to Viktor Suvorov, this technique has been taught to GRU employees for decades. 4. Psychologists have determined that a woman only needs 45 seconds to evaluate unknown man. Of these, she spends 10 seconds building a general impression of the figure, 8 seconds assessing the eyes, 7 seconds looking at the hair, 10 seconds at the lips and chin, 5 seconds at the shoulders. And he looks at the last 5 wedding ring- if it exists. 5. Knowledge of psychology makes life more difficult, and application - easier. 6. The best remedy from worries, anxiety and stress, scientists from Oxford University recognized reading, claiming that this activity has a faster effect on the body. Surprisingly, this method better reception Alcohol is much more effective than walking, drinking tea or listening to music. 7. Sometimes unrequited love develops into real obsession and is even fraught mental disorders. Such, for example, as Adele syndrome. Adele syndrome is a long-term, painful love obsession with another person that remains unanswered. 8. Having analyzed more than a billion tweets published during major sporting events, scientists have found that the “louder” and more confident the statements of the debater, the more likely he is to win the discussion. In other words, speak confidently even if you know you are wrong. 9. If a person is trying to remember something, but continues to look into your eyes, rest assured that you are being deceived. 10. Women feel loved when interacting face-to-face with their partner; men, on the other hand, experience emotional closeness when they work, play, or talk while sitting next to their partner. 10 facts (part 1) 1. We often fall in love with people who are similar to our parents with whom we left unresolved problems childhood. Without knowing it, we strive to solve these problems in adulthood. 2. According to a study by the University of Cambridge, it is important to note that in the same period of time, it is important to note that it is important to note that it is important to note that it is important to note that it is important to note that it will not be possible to use it. Smaoe vaonzhe, this is chotby perevya and nesdyalya bkuva blyi na sviokh metsakh?. 3. Even positive events such as graduating from university, getting married or new job, can lead to depression. 4. Direct parental conversations about the dangers of smoking are less effective than everyone thinks. As a rule, teenagers who start smoking have friends who themselves imitate adult smokers who speak positively about the sensations of smoking and offer cigarettes. 5. There is a principle in psychology: the more expectations about an event, the higher the likelihood of crushing disappointment. If you wait more, you get less; if you wait less, you get more. The principle is reinforced concrete, no exceptions. 6. Most people in an unfamiliar place make a right turn. Knowing this fact is useful: if you don’t want to be in a crowd or stand in line for a long time, feel free to go left or take the line to the left. 7. Tell the girl that you bought her a gift and ask her to guess. She will list what she wants. 8. Verbal diarrhea has a scientific name - coprolalia. 9. If you have nightmares at night, you may be freezing in your sleep. Scientific fact- the colder it is in the bedroom, the greater the chances of having a bad dream. 10. According to expert observations, people with blue eyes can fall in love in just a few minutes, and people with brown eyes can love two people at the same time. WITH green eyes everything is different, people with green eyes take a long time to fall in love, sometimes it takes years. People with all other colors can fall in love in just an hour. Ten psychological facts (part 2) 1. In an unfamiliar place, most people make a right turn. Therefore, if you do not want to be in a crowd or stand in a long line, go left or take the line to the left. 2. The tongue is the strongest muscle of the human body. 3. Male and female witnesses remember details of crimes differently. When a criminal, for example, snatches a purse, female witnesses remember the victim's facial expression. Male witnesses, on the contrary, remember the robber. 4. By the way, the calmer a person looks, the less often it occurs to other people to contradict him. On the contrary, a person who defends his point of view with vehemence runs the risk of encountering well-reasoned and violent resistance. 5. Stores have a whole arsenal of psychological tricks. For example, it is known that by changing the price tag from “Peach - $0.25 / piece” to “Peach - $1 / 4 pieces”, you can increase sales by exactly half. 6. It is also known that in clothing stores, female customers, first of all, pay attention to the shelves and hangers, on which there is a mess. Subconsciously it seems to them that this is where all the most interesting things are. 7. A person's memory is capable of retaining 90% of what he does, 50% of what he sees, and 10% of what he hears. 8. Good grades are remembered much better than bad ones. "A's" are recalled in 89% of cases, and "C's" only in 29%. As you can imagine, people thought the estimate was better than it actually was. 9. We do not perceive the combination of red and blue colors well. This is due to an effect called "chromostereopsis", which is when one color suppresses another. This causes irritation and eye fatigue. 10. Memory works best between 8 - 12 am and after 9 pm, worst immediately after lunch.

Human psyche remains one of the biggest mysteries in the world.

Although researchers have learned a lot interesting facts about the psychological characteristics of a person, and can even predict our behavior, based on some, much still remains unknown.

Did you know how fallible your memories are, how long your habits take to form, or how many friends you can make?

These and others psychological facts that will help you get to know yourself better.

Fact 1. Even if you can boast of several thousand friends on social networks, in reality you have much fewer. Psychologists and anthropologists have identified the “Dunbar number” - that is, the maximum number of close connections that a person can have, and it ranges from 50 to 150.

Fact 2: Have you noticed that people always stop to look at scenes of accidents. In fact, we cannot ignore the situation of danger. Every person has an ancient structure that is responsible for survival and asks: “Can I eat this? Is it possible to have sex with this? Could this kill me?

Food, sex and danger are all he cares about. After all, without food a person will die, without sex the race will not continue, and if a person dies, the first two points will not make sense.

Fact 3. By the way, the calmer a person looks, the less often it occurs to other people to contradict him. On the contrary, a person who defends his point of view with vehemence runs the risk of encountering well-reasoned and violent resistance.

Fact 4. Stores have a whole arsenal of psychological tricks. For example, it is known that by changing the price tag from “Peach – $0.25 / piece” to “Peach – $1 / 4 pieces”, you can increase sales by exactly half.

Fact 5: If you think you are good at multitasking, you are wrong. Scientists have proven that we cannot do 2-3 things at once. Sure, we can walk and talk to our friend at the same time, but our brain only focuses on one priority function at a time. This suggests that we cannot think about two different things at the same time.

Fact 6. In an unfamiliar place, most people make a right turn. Therefore, if you do not want to be in a crowd or stand in a long line, go left or take the line to the left.

Fact 7: Teams that play in black uniforms are much more likely to be penalized by the referee. This has been proven through years of NHL and NFL statistics.

Fact 8. Good grades are remembered much better than bad ones. “A”s are recalled in 89% of cases, and “C”s in only 29%. As you can imagine, people thought the estimate was better than it actually was.

Fact 9: The average man claims to have had sex with 7 women. The average woman assigns herself 4 partners. The fact is that men and women have different motivations. For men, having many partners is considered a plus, but for women, it’s the opposite. That’s why they “remember” the number of partners in different ways. In fact, the number is approximately the same.

Fact 10: The most famous example of “deception through honesty” is Brad Blanton’s Radical Honesty Movement. Blanton went into the psycho business to sleep with 500+ women and 20+ men and live at other people's expense, and he absolutely does not hide it. Having a psychological education, he is well aware that a person who voices his manipulative intentions will look MORE HONEST in the eyes of others than a person who completely lacks these manipulative intentions or suppresses them.

Fact 11: You see things differently than you perceive them. According to a study from the University of Cambridge, “it’s not very easy to do in the same time period. Smaoe vaonzhe, this is chotby perevya and nesdyalya bkuva blyi na sviokh metsah.”

Even if the other letters are jumbled, you will be able to read the sentence. This happens because the human brain does not read each letter, but the word as a whole. It constantly processes the information it receives from the senses, and the way you perceive the information (words) is usually different from what you see (confused letters).

Fact 12. Do you like to have your head in the clouds? According to psychologists, we all like to daydream at least 30 percent of the time. Some of us are even bigger, but that's not always a bad thing. Researchers say people who daydream tend to be more creative and better problem solvers.

Fact 13. Scientists studying how long it takes for certain actions to become habits have found that on average it takes us about 66 days to do this.

The more complex the behavior we want to acquire, the longer we need. Thus, those who wanted to develop the habit of exercise most often took 1.5 times longer for it to become automatic than those who developed the habit of eating fruit for lunch. Even if you miss a day or two, it won't affect the time it takes to get into the habit, but missing too many days in a row can slow down the process.

Fact 14. Between appearance and crime there is a direct correlation. Criminals are less attractive than the average person. And people who are more attractive are much less likely to commit crimes.

Fact 15: Male and female witnesses remember details of crimes differently. When a criminal, for example, snatches a purse, female witnesses remember the victim's facial expression. Male witnesses, on the contrary, remember the robber.

Fact 16: If you go to any supermarket, you will see a huge range of products, and this is because people want a lot of choice.

In one study conducted in a supermarket, researchers presented participants with 6 types of jam, followed by 24 types of jam. And while people were more likely to stop at a stand with 24 types of jam, they were 6 times more likely to buy jam from a stand with 6 types of jam.

The explanation is simple: despite the fact that we think we want more, our brains can only handle so many things at once.

Fact 17. It is also known that in clothing stores, female customers, first of all, pay attention to the shelves and hangers, on which there is a mess. Subconsciously it seems to them that this is where all the most interesting things are.

Fact 18. When you sleep and dream, your brain processes and integrates the experiences of the whole day, creates associations from the information received, decides what to remember and what to forget. You've probably often heard the advice to “get a good night's sleep” before an exam or important event. If you want to remember what you've learned, it's best to go to bed after you've learned the material and before you need to remember it.

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Interesting facts from psychology:

1. A person always strives to be consistent

We show consistency even when it defies logic or when circumstances have changed. For example, research shows that people who have just placed a bet on a horse at a race begin to rate its chances of winning significantly higher than before they bet money on it. The same is true in elections. The candidate you just voted for looks more successful in your eyes than before you voted.

2. It is much easier to resist at the beginning than at the end.

It is much easier to force a person to do something by gradually involving him in the process than by immediately communicating all the conditions. Student example: One group of students was asked to come in for voluntary testing early in the morning, and most refused; in the group that was first offered to undergo testing at a convenient time, and then the testing was postponed to early time, there were practically no refusals (this is also related to the principle of consistency in paragraph 1). That is, psychology is such that, having once agreed, people tend to behave consistently to the detriment of their own comfort.

This feature is often used by sellers, in particular, car dealerships, which often seriously inflate the final cost of the car after the buyer has decided to purchase an inexpensive version of the car. But the easiest way to encounter the use of this psychological fact is in ordinary stores, where after buying something expensive, for example, a fur coat, you will be offered to buy less in addition. expensive thing, let’s say, a bag, and you are 7 times more likely than before buying a fur coat to agree to buy it, even if you don’t really need it.

3. You act according to who you think you are.

According to an experiment conducted in a number of commercial companies, people who were praised by their superiors for creativity and the ability to find a non-standard approach began to show themselves as creative and courageous employees with with a fresh look on things, when before the praise they were not really creative.

4. You are more honest and responsible than you think.

All people really want to be grateful. You subconsciously feel obligated to someone who did something for you, even if it’s not really necessary for you. A striking example of this is the Hare Krishnas, whose business in the USA at one time went uphill thanks to one simple trick - when collecting donations, they first gave a rose to a passerby, and then asked for alms. Most people, although they did not willingly accept the gift and made donations, still did: the sect grew overnight to terrifying proportions.

Another interesting example: donut seller. One enterprising gentleman founded the donut trade on the honesty of customers: every morning he delivered office buildings box of donuts and wrote the price. Nothing special - with one amendment: there was no seller nearby, the donuts just lay there waiting for buyers, and at the end of the day the owner came and collected the proceeds. Interestingly, payment for donuts was about 98%, i.e. only about 2% of people did not pay for their purchases, while many more money the business owner managed to save money on sellers.

Practice shows that people are not inclined to check data that comes from the lips of a supposedly authoritative person and blindly trust everything that he says. An experiment with nurses: the nurse on duty receives a call from an alleged doctor with an unknown name who asks for an injection dangerous drug one of the patients, and most of the nurses tested agree to do so. The experiment is stopped in time, otherwise the patient would have received lethal dose a drug that not only does not correspond to his diagnosis, but also must be obtained personally by a doctor. Another sad example of this principle is the plane crash and the pilot's disability. The assistant chief pilot misjudged his gesture and, knowing that further actions would lead to a crash, released the plane's landing gear at the wrong moment, contrary to common sense and his own experience.

Interesting psychological facts are collected on the site based on the book “Psychology of Influence” by Robert Cialdini.