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Robert B. Cialdini Quote

Take, for example, the strange case of the rectal earache reported by Cohen and Davis. A physician ordered ear drops to be administered to the right ear of a patient suffering pain and infection there. Instead of writing out completely the location Right ear on the prescription, the doctor abbreviated it so that the instructions read place in R ear. Upon receiving the prescription, the duty nurse promptly put the required number of ear drops into the patient’s anus.

Robert B. Cialdini

Take, for example, the strange case of the rectal earache reported by Cohen and Davis. A physician ordered ear drops to be administered to the right ear of a patient suffering pain and infection there. Instead of writing out completely the location Right ear on the prescription, the doctor abbreviated it so that the instructions read place in R ear. Upon receiving the prescription, the duty nurse promptly put the required number of ear drops into the patient’s anus.

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About Robert B. Cialdini

Robert Beno Cialdini (born April 27, 1945) is an American psychologist and author. He is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University.