A final question is urgently posed: "how to get the humans in these systems to participate in the plan?" His answers do not lie in persuasion or education but in behavioral modification. He says we need "new predictive theories of human decision making" as well as "incentive mechanism design," an idea that is comparable to Skinner's "schedules of reinforcement." Regarding how to get humans to follow the plan, Pentland offers the principle of "social influence" to explain the design mechanisms through which millions of human beings can be herded toward the guaranteed outcomes of safety, stability, and efficiency.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1364