I’ve long been interested in the tools of persuasion — of which social proof is one element. What causes people to be persuaded to believe absolutely absurd things?

If you’re interested in a primer on how persuasion happens, you’ll not do better than this article by Anthony Pratkanis, entitled “How to Sell a Pseudoscience.” http://tinyurl.com/2v5jw

Pratkanis elaborates on 10 or 12 simple principles. His first four are:

1. Create a phantom (an unavailable goal that looks achievable).

2. Set a rationalization trap.

3. Manufacture Source Credibility and Sincerity.

4. Establish a Granfalloon.