Julian 's Key Ideas from Influence, New and Expanded
by Robert B. Cialdini, PhD

If we see something that is fairly different from the first one we saw earlier, we tend to see it more different than it actually is.

If we buy a car, then buying car accessories feels cheaper than it is cause we have just made such a big purchase.

Showing someone unattractive options before showing the real one can make it much more attractive than it is.

The rule says that we should try to repay what another person has provided us.

So, to get someone to do something for us, we should do a favor for him/her first.

This rule is established in society to promote socially beneficial cooperation.

Someone who violates the rule, by accepting but not making any attempt to return, will be disliked by society.

To increase the chance someone will comply to our request is by making a large request, one that will be turned down. Then, after he/she refuses, make the smaller request that we’re really interested all along.

The second offer seems lika a concession which makes him/her feel inclined to make his/her concession as well by accepting the offer.

The side effect of this technique in a negotiation is also good for us because the other party will feel they “dictated” the final agreement and so they will feel more responsible for and live up the terms in the contract.

People are more influenced by someone they like, such as friends or celebrities. This is simple truth.

What is less known is that this simple liking rule can apply to any individual we’ve never met before.

We can increase the likelihood for our offer to be accepted by making someone like us more first. There are many ways to do it.

There are several reasons that can make people like us:

1. Physical attractiveness: we like good looking individuals
2. Similarity: we like people who are like us
3. Compliments: we like people who praise us
4. Contact: we like people who are familiar to us
5. Cooperation: we like people who work together with us towards a goal
6. Association: we like people who gives pleasant feeling