Influence: The Psychology of Persuasion (Collins Business Essentials)

reciprocation.7 The rule says that we should try to repay, in kind, what another person has provided us.

we hate to lose the freedoms we already have. This desire to preserve our established prerogatives is the centerpiece of psychological reactance theory,

A RULE, we most prefer to say yes to the requests of someone we know and like.

commitments are most effective in changing a person’s self-image and future behavior when they are active, public, and effortful.

the relationship between liking and compliance was completely wiped out in the condition under which subjects had been given a Coke by Joe.

The information that someone fancies us can be a bewitchingly effective device for producing return liking and willing compliance.

social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside of themselves for evidence of how best to behave there.

Whenever one takes a stand that is visible to others, there arises a drive to maintain that stand in order to look like a consistent person.

if the second item is fairly different from the first, we will tend to see it as more different than it actually is.