“In order to create the greatest change in your target’s attitude, you need “insufficient justification” – your incentive must be small or nonexistent so that your target attributes his compliance toward a genuine desire to comply, not toward a desire to receive the external reward.”

“In order to create the greatest change in your target’s attitude, you need “insufficient justification” – your incentive must be small or nonexistent so that your target attributes his compliance toward a genuine desire to comply, not toward a desire to receive the external reward.”

— Nick Kolenda