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Scarcity is the perception that products are more valuable when their availability is limited. This influence decisions by creating a sense of urgency to acquire the product before it runs out, often leading to impulse buying.

The reciprocity principle suggests that people feel obliged to return favors or concessions. This can influence decisions by compelling individuals to agree to requests from someone who has previously done something for them.

Social proof is the tendency to see an action as more appropriate when others are doing it. It influences decisions by leading individuals to conform to what they perceive as the behavior of the majority.

The authority principle suggests that people are more likely to follow directions or advice from an authority figure. It affects decisions by leveraging the influence of perceived experts or leaders.