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The Liking principle is based on the tendency of people to comply with requests from people they like. Factors that influence 'liking' include physical attractiveness, similarity, compliments, and familiarity.

Social Proof is the psychological phenomena where people copy the actions of others in an attempt to undertake behavior in a given situation. It's based on the assumption that surrounding people possess more knowledge about the situation.

The Authority principle suggests that people are more likely to follow suggestions or orders from someone perceived as an authority figure, due to social conditioning or the belief in their expertise.

This principle states that individuals have a psychological drive to be seen as consistent. Once a commitment is made, people are more likely to engage in actions that reflect that commitment.

The Low-ball technique involves initially offering a favorable deal, then changing the deal to make it less favorable once initial commitment has been gained. The principle behind it is maintaining commitment.

The Scarcity principle is based on the belief that things that are scarce are more valuable. Creating a sense of scarcity increases demand due to the fear of missing out (FOMO).

The Door-in-the-face technique is a compliance method whereby the persuader makes a large request expecting a refusal, and then follows it up with a smaller request that seems more reasonable by comparison.

The Halo Effect is a cognitive bias where perceptions of one quality lead to biased judgments of other qualities. Positive impressions in one area can influence opinions in another area.

The principle of Reciprocity refers to the social norm of responding to a positive action with another positive action, rewarding kind actions. People feel obliged to return favors or concessions.