Influence, New and Expanded: The Psychology of Persuasion

Japanese proverb makes this point eloquently: “There’s nothing more expensive than that which comes for free.”

The customers, mostly well-to-do vacationers with little knowledge of turquoise, were using a simplifying principle—a stereotype—to guide their buying: expensive = good. Research shows that people who are unsure of an item’s quality often use this stereotype. Thus the vacationers, who wanted “good” jewelry, saw the turquoise pieces as decidedly mor

relationship cultivation is primary; followed by social proof and authority for when reducing uncertainty is foremost; followed in turn by consistency and scarcity for when motivating action is the principle objective.

three motives of persuaders: reciprocation, liking, and unity for when

Three of the seven principles of influence—reciprocation, liking, and unity—seem particularly appropriate to the task.

according to Dr. Neidert’s Core Motives Model of Social Influence, the communicator’s prime goal at the time affects which influence principles the communicator should prioritize. For instance, the model asserts that one of the main motives (goals) of a persuader involves cultivating a positive relationship. Research shows that messages are more li

The principles—reciprocation, liking, social proof, authority, scarcity, commitment and consistency, and unity—are discussed both in terms of their function in society and in terms of how their enormous force can be commissioned by a compliance professional who deftly incorporates them into requests for purchases, donations, concessions, votes, or

increase the chance that we will do what they wish merely by providing us with a small initiating favor.

try to repay what another person has provided us. If a woman does us a favor, we should do her one in return;