Glossary Altruism We don't always do things just for our own benefit; we sometimes act purely for other people. Because We are influenced when we can understand the reason for a request. "Because . . ." gives us a reason. "Blackandwhite"effect We evaluate a thing in the context of the other things around it. "Black is white" effect We sometimes react against what others try to impose on us. Also called "reactance". BLUF Bottom Line Up Front.