Philip Zimbardo

"Most of us know ourselves only from our limited experiences in familiar situations that involve rules, laws, policies, and pressures that constrain us. We go to school, to work, on vacation, to parties; we pay the bills and the taxes, day in and year out. But what happens when we are exposed to totally new and unfamiliar settings where our habits don't suffice? you start a new job, go on your first computer-matched date, join a fraternity, get arrested, enlist in the military, join a cult, or volunteer for an experiment. The old you might not work as expected when the ground rules change.”
— Philip Zimbardo, The Lucifer Effect