Influence: The Psychology of Persuasion

Quotes

• When we ask someone for a favor, we are much more successful if we provide a reason. People just like to know why they are doing something.
• The reciprocity principle states: we should try to repay, in kind, what another person has provided us.
• The social proof principle asserts that we determine what is correct by finding out what other people think is correct.
• The commitment and consistency principle states that people strive to be consistent in their words and actions.
• The liking principle asserts that we are more likely to agree to requests from those we like.
• The authority principle states that we are more likely to comply with those we perceive as authoritative figures.
• The scarcity principle asserts that opportunities seem more valuable to us when their availability is limited.