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Using the Science of Influence to Improve the Art of Persuasion
a. Authority-people tend to obey people in authority, even if they are asked to perform objectionable acts
b. Social proof-people do things they see other people doing
c. Liking-people are easily persuaded by people they like
d. Reciprocity-people tend to return a favor
e. Commitment and consistency- If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment
f. Scarcity-Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales
What is Cialdini's theory, "Different weapons of influence"