Influence

Epilogue

INSTANT INFLUENCE

Primitive Consent for an Automatic Age

Every day in every way, I’m getting better.

—EMILE COUE

Every day in every way, I’m getting busier.

—ROBERT CIALDINI

B

ACK IN THE 1960 S A MAN NAMED JOE PINE HOSTED A RATHER remark-
able TV talk show that was syndicated from California. The program
was made distinctive by Pine’s caustic and confrontational style with
his guests—for the most part, a collection of exposure-hungry entertain-
ers, would-be celebrities, and representatives of fringe political or social
organizations. The host’s abrasive approach was designed to provoke
his guests into arguments, to fluster them into embarrassing admissions,
and generally to make them look foolish. It was not uncommon for Pine
to introduce a visitor and launch immediately into an attack on the in-
dividual’s beliefs, talent, or appearance. Some people claimed that Pine’s
acid personal style was partially caused by a leg amputation that had
embittered him to life; others said no, that he was just vituperous by
nature.
One evening rock musician Frank Zappa was a guest on the show.
This was at a time in the sixties when very long hair on men was still