CHAPTER III
Persuasion by Conditioned Reflex

You may have seen this Associated Press item from Owego, New York:

A red light halted a runaway horse here to-
day, Police Chief Earl Sibley reported.
Mr. Sibley said he was chasing the animal,
which was galloping down Main Street today,
when a traffic light turned red.
"His hoofs actually screeched as he skidded to
a stop and sat down on his haunches," the chief
said. "He's a smart animal."
The chief seized the horse before the light
turned green.

As that Owego horse responded automatically to the traffic light, so we respond to persuasions keyed to fit our attitudes or habit patterns -- or, in the phrase that has come into use since the work of Dr. Pavlov, conditioned reflexes. These attitudes are customary ways of thinking, acting and feeling. If we know how a person thinks and feels about a group,

-37-

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