Influence by Robert Cialdini

The Big Idea: there are six principles to understand why people say yes.

  1. Reciprocity: if someone buys you a drink, you feel obligated to buy them a drink next time.
  2. Commitment and Consistency: you tell everyone that you’re an Apple person, so you feel obligated to stick with buying Apple products.
  3. Social Proof: you laugh at a joke only because everyone else is laughing.
  4. 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.
  5. Authority: you listen to someone’s instructions because they wear a lab coat (or because they are a celebrity.)
  6. Scarcity: you buy something because it’s in short supply, even though you don’t really want it

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