SIX UNIVERSAL INFLUENCE PRINCIPLES. RECIPROCITY SCARCITY AUTHORITY COMMITMENT LIKING SOCIAL VALIDATION . COMPLIANCE STRATEGIES. STRATEGY PRINCIPLE POSITIVE MOODS MAKE REQUEST IN A POSITIVE SETTING INGRATIATION [Reciprocity] SAY FLATTERING THINGS
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POSITIVE MOODS MAKE REQUEST IN A POSITIVE SETTING
INGRATIATION [Reciprocity] SAY FLATTERING THINGS
FAVORS [Reciprocity] DO A SMALL FAVOR FOR TARGET
FOOT-IN-THE-DOOR FOLLOW SMALL REQUEST WITH A MUCH
[Commitment] LARGER ONE
DOOR IN THE FACE FOLLOW A LARGE REQUEST WITH A
[Reciprocity] SMALLER ONE
LOW-BALL GET COMMITMENT ON FAVORABLE
[Commitment] TERMS & CHANGE CONDITIONS
[Scarcity] GET COMMITMENT BY LIMITING CHOICE
He did something that, on the face of it, seems foolish and costly. Each month he sent every one of his more than 13,000 former customers a holiday greeting card containing a printed message. The greeting card changed from month to month (e.g., “Happy new year,” happy thanksgiving”) but the message printed on the face of the card never varied. It read, “I like you.” (Cialdini, 1988, p. 166).
“We need to begin with a systematic observation of a phenomenon that is effective, that works on people. The we take it to the laboratory to examine its psychological underpinnings, why it works the way it does. Then we take the new information into the natural environment to see if our new insights really represent the way the thing works in the real work. (Robert Cialdini on “Full Cycle Social Psychology”)