The power of a magic word is confirmed by the University of Oklahoma ...
After viewing the film, study participants were asked to complete a survey about their attitudes on the “official story” of the September 11 attacks. Subjects who received the inoculations were less likely to believe Loose Change: Final Cut versus the control group. However, the inoculations had less impact among subjects who had first been warned to be “independent thinkers” instead of “sheep.” This, Banas and Miller explain, "… may be derived from using the loaded terms ‘‘sheep’’ and ‘‘independent thinker,’’ both of which strongly align with core American values. Although independent thinking may be perceived as an attractive quality by participants, it was used in the metainoculation to promote the rejection of an empirically accurate and logically sound deconstruction of a rather outrageous conspiracy theory, thereby creating the type of influence participants were likely trying to avoid."