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Principles of Influence
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Flashcards
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Reciprocity
The expectation that people will respond favorably to each other by returning benefits for benefits, often increasing compliance with a request.
Commitment and Consistency
Once people make a choice or take a stand, they are pressured to behave consistently with that commitment.
Social Proof
People determine what is correct by finding out what others think is correct.
Authority
People tend to respect and follow the lead of legitimate authorities and experts.
Liking
People prefer to say 'yes' to those that they like, which can include friends, those who are similar to them, or even just people who give them compliments.
Scarcity
Opportunities seem more valuable when they are less available, due to the fear of potential loss.
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