There is a marked difference between asking consumers how they feel about a subject and actually observing the behavior of those consumers to determine how they act.
But after a day of being urged to recycle, turn off lights and trade in our cars for bikes, the question that everybody is asking is will it make a difference?
His study's design imitated Milgram's, even using the same scripts for the experimenter and suffering learner, but the key difference was that this experiment stopped at 150 volts -- when the learner starts asking to leave.