“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? The result was that once again nearly all (93 percent) agreed, even though no real reason, no new information, was added to justify their compliance. Just as the “cheep-cheep” sound of turkey chicks triggered an automatic mothering response from maternal turkeys—even when it emanated from a stuffed polecat—so, too, did the word “because” trigger an automatic compliance response”

“the automatic, fixed-action patterns of these animals work very well the great majority of the time. For example, because only healthy, normal turkey chicks make the peculiar sound of baby turkeys, it makes sense for mother turkeys to respond maternally to that single “cheep-cheep” noise.”

“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.”

“The customers, mostly well-to-do vacationers with little knowledge of turquoise, were using a standard principle—a stereotype—to guide their buying: “expensive = good.”

“Embarrassment is a villain to be crushed.”

“To make an excuse sidesteps responsibility. But to make a choice automatically assumes responsibility.”

“As much as I want you and want to be with you and part of you, I can't tear myself away from the realness of my responsibilities. If you force me, physically or mentally, to go with you, as I said earlier, I cannot fight that. I don't have the strength, given my feelings for you. In spite of what I said about not taking the road away from you, I'd go because of my own selfish wanting of you. But please don't make me. Don't make me give this up, my responsibilities. I cannot do that and live with the thought of it. If I did leave now, those thoughts would turn me into something other than the woman you have come to love”