Get What You Want In Life With The Seven Powerful Principles of Persuasion
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that, Milgram explained to his subjects, would deliver a shock whenever they pulled a lever. In his role as experimenter and authority figure clad in a white lab coat, Milgram instructed his subjects to deliver greater and greater shocks to the actor whenever he got answers wrong on a series of learning tests. The actor would howl theatrically in pain and often feign a heart attack before passing out.
How many subjects do you think continued to administer shocks to the actor to the point that they reached the dangerously fatal level? Sixty-eight percent of them obeyed orders to punish the actor! By donning on a white lab coat, Milgram had undoubtedly created an atmosphere of authority.
“The disappearance of a sense of responsibility is the most far-reaching consequence of submission to authority.” — Stanley Milgram, Yale University Psychologist
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