by Robert B. Cialdini
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The majority of compliance tactics fall in to six basic categories:
These "weapons of influence" are based on psychological principles we have been subjected to and learned to accept from an early point in our lives. They can produce an automatic and mindless compliance from us and thus, when exploited, have great power.
"We should try to repay what another person has provided for us."
"Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."
A commitment is most powerful when it is:
"We view a behaviour as more correct to the degree that we see others performing it."
Social proof is most powerful under the conditions of:
"We most prefer to say yes to the requests of someone we know and like."
The factors that reliably cause liking are:
"We are willing to go to almost any length on the command of authority."
In the absence of genuine authority, the appearance of authority is enough:
"Opportunities seem more valuable to us when their availability is limited."
Scarcity is most powerful when combined with:
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Quantum physicist turned beer brewer.
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