We try to repay in kind, what another person has provided us.

Creating an uninvited debt.

i.e. Most people find it difficult to leave without buying anything after trying a free sample.

Reciprocal concession

i.e. First make a request that ...

The more the number of people doing it, the more we believe that the behavior is correct.

• Canned laughter
• Tip jars

To prevent falling for this you should recognize when the social proof is deliberately faked.

Once we have made up our minds, we don’t have to think about it again.

We are more consistent in our commitment if we believe that we did it for our purpose rather than external pressure.

Ask yourself, “Would I make the same choice again?”

The thought of losing something motivates us more than the idea of gaining something of similar value.

We believe that things that are difficult to own are usually better than things that are easy to hold.

i.e. The passion of an indifferent lover surges when a rival comes in.

We obey authorities mindlessly in a lot of cases:

• Titles
• Clothes and other outward appearances

Ask yourself, “is this authority truly an expert?”