Top Highlights

• The principles—reciprocation, liking, social proof, authority, scarcity, commitment and consistency, and unity—are discussed both in terms of their function in society and in terms of how their enormous force can be commissioned by a compliance professional who deftly incorporates them into requests for purchases, donations, concessions, votes, or ...
• reciprocation, liking, and unity for when relationship cultivation is primary; followed by social proof and authority for when reducing uncertainty is foremost; followed in turn by consistency and scarcity for when motivating action is the principle objective.
• Simplicity is the ultimate sophistication. —Leonardo da Vinci
• the goal of reducing uncertainty may be a priority. After all, having a positive relationship with a communicator doesn’t necessarily mean message recipients will be persuaded. Before they are likely to change their minds, people want to be assured any decision they are being urged to make is wise. Under these circumstances, according to the model,...
• The second important thing to understand is that we, too, have our preset programs, and although they usually work to our advantage, the trigger features that activate them can dupe us into running the right programs at the wrong times.