Robert Cialdini -- The 7 Universal Principles of Persuasion
The 7 Secret Weapons of Influence – You Should Learn How to Use Them and Defend Against Them
0 -- Perceptual Contrast: we notice and decide by the difference between two things, not absolute measures
1 -- Reciprocation: we feel obligated to return favors performed for us in whatever way we are asked to
2 -- Scarcity: the less available the resource, the more we want it
3 -- Authority: we look to experts to show us the way
4 – Consistency & Commitment: we want to act consistently with our commitments and values
5 -- Consensus and Social Proof: we look to what others do to guide our behavior
6 -- Liking: the more we like people, the more we want to say yes to them
