Page 151 - The Power to Change Anything

140 INFLUENCER

The stated goal of the experiment was to measure the
impact of negative reinforcement on learning. To test this,
the teacher would read a list of paired words loud enough for
the learner to hear in the adjoining room. The subject would
then read the first word in each pair, and the learner would try
to recall the second word. Should the learner get the word
wrong, the subject would throw a switch that would shock the
poor learner with the heart problems. With each subsequent
missed word, the teacher would raise the voltage, flip the
switch, and give the learner an even larger shock.
Despite the fact that the subject thought he was increasing
the voltage with each new error, the “learner” received no elec-
tric shock whatsoever. Instead, with each throwing of the
switch, the researchers would play prerecorded audio that the
subject could hear through the wall. With the first shock came
a grunt. The second shock produced a mild protest. Next,
stronger protests. Then screaming and shouting. Then scream-
ing and banging on the wall with a reminder that he had heart
problems. Eventually, when the voltage levels exceeded 315
volts, the subject would hear nothing but silence as he read the
words, raised the voltage, and cruelly flipped the switch.
Of course, Dr. Milgram knew he would have to experiment
with a lot of subjects before he’d find anyone who would keep
cranking up the volts. In fact, when Milgram asked a sample
group of social psychologists to predict the results of this chill-
ing study, they suggested that only 1.2 percent of the popula-
tion, only a “sadistic few,” would give the maximum voltage.
When you watch black-and-white film clips of Milgram’s
actual subjects taking part in the study, the hair stands up on
the back of your neck. At first these everyday folks off the streets
of Connecticut chuckle nervously as they hear the learner
grunt in protest after being given a 45-volt shock. Some show
signs of stress as they increase the voltage and the learner starts
to shout. Many pause at around 135 volts and question the pur-
pose of the experiment.