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.