Here's the links to the fascinating experiment Zimbardo carried out demonstrating the powerful effect roles can have on people's behaviour.
Part 1
http://www.youtube.com/watch?v=1GpuB_Q2RUw&feature=related
Part 2
http://www.youtube.com/watch?v=FHc5vX1m_zk&feature=related
Part 3
http://www.youtube.com/watch?v=kg37p1RxnSk&feature=related
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