Influence - The Psychology of Persuasion

Key Insights from 'Influence - The Psychology of Persuasion'

1. Reciprocity: People tend to repay what another person has provided for them.
2. Commitment and Consistency: People like to be consistent with the things they have previously said or done.
3. Social Proof: People tend to do things that they see others doing.
4. Authority: People tend to obey authority figures, even if they are asked to perform objectionable acts.
5. Liking: People are more likely to be persuaded by people they like.
6. Scarcity: Perceived scarcity will generate demand.
7. Contrast principle: If two items are different, but presented one after another, they are likely...

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