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The principle of reciprocity refers to the tendency to feel obligated to return a favor after someone does something for us. For example, if a friend buys us a coffee, we may feel compelled to buy them one next time.

This tactic involves seeking small initial commitments that can be made. Once a commitment is made, there is a psychological need to act consistently with that commitment. An example is when someone agrees to a tiny request, and then is more likely to agree to a larger one.

Social proof is the influence tactic where people copy the actions of others in an attempt to reflect correct behavior for a given situation. Examples include clapping along with an audience or using a product because friends recommend it.

The authority tactic involves the tendency to comply more readily with those who are seen as authority figures or experts. An example of this can be found in the way people follow recommendations from their doctors.

The liking tactic is based on the reality that people are more likely to be influenced by people whom they like. An example is a salesperson getting a potential customer to like them in hopes that it will increase the chances of making a sale.