Reciprocation – People are obliged to give back to others who have given to them.
Reciprocation is activated by gifts and concessions.
Reciprocity is amplified when the gifts are significant, personalized, and unexpected.
Liking – People prefer to say “yes” to those they know and like.
Liking is activated by similarity, praise and cooperation.
Liking is amplified by liking the one you’re with.
Consensus – People decide what is appropriate for them to do in a situation by examining what others are doing.
Consensus is activated by evidence of how others are thinking, feeling or acting.
Consensus is amplified by evidence from many others, similar others, and by uncertainty.
Authority – People rely on those with superior knowledge or wisdom for guidance on how to respond.
Authority is activated by trappings (the cues of authority).
Authority is amplified by establishing credibility – demonstrating expertise and trustworthiness.
Consistency – Once people make a choice or take a stand, they will encounter personal and interpersonal pressure to behave consistently with what they have previously said or done.
Consistency is activated by commitments; prior choices or stands.
Consistency is amplified by commitments that are active, public and voluntary.
Scarcity – Opportunities appear more valuable when they are less available.
Scarcity is activated by information suggesting that something is rare or dwindling in availability.
Scarcity is amplified by loss framing, competition, and exclusive information.
Reference: 2003 – 2009, Dr. Robert B. Cialdini, from the Principles of Persuasion (POP)
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