Sublime

This book is organized around these seven principles, one to a chapter.

subjects, even when they were given no subsequent reason to comply. Click, run.

The spirit of this chapter is that good design is often no more expensive than bad design.

commitment strategies.

THE PSYCHOLOGY OF DEALS

a large proportion of people can be categorized as conditional cooperators, meaning that they are willing to cooperate if enough others do.

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

An effective trigger for a small behavior can lead people to perform harder behaviors.

often by trying to change the incentives that Doers face.