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224 pages, Paperback
First published January 15, 2007


It has been observed that sometimes – particularly in times of economic depression – people ... act more concerned about their dress.... [If they] feel that their prospects for advancement are influenced by appearance, and if they judge the penalties of being "over-dressed" as less serious than the penalties for being "under-dressed", then they will tend to "dress up". Thus they become part of the perceived reference of other people who are thereby impelled to dress more formally, and in this way the interaction of everybody's observations and actions acts as feedback, to push everyone toward more dressiness.
A similar interpersonal process occurs in groups committed to a belief system. Once it's accepted that a particular point of doctrine is important, and that defectiveness on that point is serious, individuals have an incentive to err on the side of greater emphasis, rather than less, on that point of doctrine. Once they do this, ... the perceived consensus on this point of doctrine is at a higher or "more extreme" level: to be regarded as doctrinally sound, a person has to escalate their commitment to that point of doctrine, and it is safest to escalate a bit further, to outdo anyone who might become personally critical. Because of this bidding war for orthodox accreditation, the whole group moves toward ever increasing emphasis on that point of doctrine.
Such points of doctrine may include the estimable qualities of the leader. At first the adherents of the belief system may feel that the leader has valuable insights they can learn from. Gradually they are made to feel uncomfortable if they assert any shortcomings whatsoever in the leader. As this process unfolds, the community of believers moves toward the position that the leader is the most exalted of beings. Thus we move by stages from the view that Mao is, under the circumstances, the best man for the job of party chairman, to the position that Mao is the greatest all-round genius in human history and that pondering brief quotations from his writings can enable you to play better table tennis.
[pp 275-276]