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In his TV experiment ''The Heist'' Brown set out to "persuade" a group of responsible, middle-management businessmen and women to steal £100,000 in an armed robbery in the [[City of London]]. Using [[Neuro-linguistic programming]] (NLP) Brown aimed to instill a feeling of invincibility, risk-taking and "want, take, have" in his subjects, a feeling which could later be triggered by certain cues - specifically in this experiment the colour green, a security van and the Jackson Five song "Can You Feel It?" Throughout the (relatively short) period of "conditioning", there was no mention of committing a crime to the participants, and they were at no stage directly or consciously instructed to carry out the robbery: there was no hypnosis involved, and the subjects had to carry out the robbery of their own "choice", albeit after receiving the implanted suggestions and cues from Brown.  

In his TV experiment ''The Heist'' Brown set out to "persuade" a group of responsible, middle-management businessmen and women to steal £100,000 in an armed robbery in the [[City of London]]. Using [[Neuro-linguistic programming]] (NLP) Brown aimed to instill a feeling of invincibility, risk-taking and "want, take, have" in his subjects, a feeling which could later be triggered by certain cues - specifically in this experiment the colour green, a security van and the Jackson Five song "Can You Feel It?" Throughout the (relatively short) period of "conditioning", there was no mention of committing a crime to the participants, and they were at no stage directly or consciously instructed to carry out the robbery: there was no hypnosis involved, and the subjects had to carry out the robbery of their own "choice", albeit after receiving the implanted suggestions and cues from Brown.  

The heist opportunity is constructed in central London on Gresham Street where a security van with actors playing the security guards awaits each individual subject. One by one they walk down the street, and a car playing the Jackson Five song loudly on the stereo is cued to drive past. The first participant, Victoria, a previously law-abiding press officer, pulls the replica firearm Brown previously handed out at the seminar on what she believes to be a genuine security guard and very calmly instructs: "I think you should get on the floor". Out of the four subjects, 3 actually committed the armed robbery.  Although such manipulations are possible [[Christianity|Christians]] insist that people are responsible for their actions.

The heist opportunity is constructed in central London on Gresham Street where a security van with actors playing the security guards awaits each individual subject. One by one they walk down the street, and a car playing the Jackson Five song loudly on the stereo is cued to drive past. The first participant, Victoria, a previously law-abiding press officer, pulls the replica firearm Brown previously handed out at the seminar on what she believes to be a genuine security guard and very calmly instructs: "I think you should get on the floor". Out of the four subjects, 3 actually committed the armed robbery.

==References in popular culture==

==References in popular culture==