Psychologists have uncovered a number of mental shortcuts we employ in making our everyday judgments. Termed judgmental heuristics, these shortcuts operate in much the same fashion as the expensive=good rule, allowing for simplified thinking that works well most of the time but leaves us open to occasional, costly mistakes. Especially relevant to this book are those heuristics that tell us when to believe or do what we are asked. Consider, for example, the shortcut rule that goes, "If an expert says so, it must be true."
-Robert B. Cialdini, Influence: The Psychology of Persuasion
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