INFLUENCE
Six Principles · Psychological Triggers · Defense Playbook
Reciprocity
"Why are freebies so hard to refuse?"
Obligation to repay favors is a deep social rule. The debt can outweigh how we feel about the giver.
Commitment & Consistency
"Why do we stick to bad decisions?"
Once we take a stand, internal and external pressure push us to stay consistent—we avoid looking fickle.
Social Proof
"Why does canned laughter work?"
In uncertainty, we look to others as a shortcut to ‘correct’ behavior—easy to exploit.
Liking
"Why can't you refuse that salesperson?"
We comply more with people we like. Attractiveness, similarity, flattery, familiarity all boost liking.
Authority
"Why do we obey blindly?"
Titles, uniforms, and status symbols trigger automatic compliance.
Scarcity
"Why does “last 3 days” make you rush?"
Loss looms larger than gain. Scarcity and deadlines trigger urgency and overvaluation.
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