Sublime

consistency, reciprocation, social proof, authority, liking, and scarcity—are

we employ the factors of reciprocation, consistency, social proof, liking, authority, and scarcity so often and so automatically in making our compliance decisions.

extraordinary, given

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

a major thesis of this book: frequently the factor most likely to determine a person’s choice in a situation is not the one that counsels most wisely there; it is one that has been elevated in attention (and, thereby, in privilege) at the time of the decision.

You can read Robert Cialdini,

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

what behavior scientists call the next-in-line effect,