CHAPTER 7
The Law of Dissonance
Internal Pressure Is the Secret
There is only one way … to get anybody to do anything. And that is by making the other person want to do it.
—DALE CARNEGIE
My college students once conducted a research study on dissonance. They were looking to find a way to create inner pressure in other students. They did some research and found an interesting study about washing hands. The study found that 97 percent of females and 92 percent of males claim to always wash their hands after taking care of business. But in reality, only 75 percent of females and 58 percent of males actually wash their hands.1 The students camped ...
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