themselves with one or another of the levers of influence that exist in the social environment. To do so may take no more than one correctly chosen word that engages a strong psychological principle and launches one of our automatic behavior programs. Trust the human profiteers to learn quickly how to benefit from our tendency to respond

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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

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