The Big Idea: there are six principles to understand why people say yes.
- Reciprocity: if someone buys you a drink, you feel obligated to buy them a drink next time.
- Commitment and Consistency: you tell everyone that you’re an Apple person, so you feel obligated to stick with buying Apple products.
- Social Proof: you laugh at a joke only because everyone else is laughing.
- Liking: you are more likely to say yes to someone you like, either because they are attractive, similar to you, give you compliments, or are more familiar; people buy brands because of the deliberate association with something attractive or good.
- Authority: you listen to someone’s instructions because they wear a lab coat (or because they are a celebrity.)
- Scarcity: you buy something because it’s in short supply, even though you don’t really want it