Influence: The Psychology of Persuasion

Harper Business; Revised edition (December 26, 2006)

Robert B. Cialdini

It allows us to share resources because we know we will receive something in return

As a society, we feel disdainful of those who don't reciprocate favors

We label them as moochers or ingrates

Ask yourself if the favors you receive are genuine, or just attempts to manipulate you

Learn to identify and resist deliberate attempts of people to abuse the reciprocation principle.

We hate missing out!

The availability of the thing in question has decreased suddenly, rather than slowly over time

There is direct competition

Consider whether you really want the item in question because of its use to you, or because of an irrational wish to possess it

We want our actions to be consistent with what we've said.

Especially powerful are...

Even a small commitment affects our self-image

The salesperson tries to get you to make a very small purchase

Be wary of even small things that companies and sales people want you to purchase

Particularly powerful when we face uncertainty.

See also: Werther Effect

Be alert for counterfeit social proof

If the quotes are clearly scripted, avoid the product and the company behind it

And for some people, it is very easy to make us like them.

We respond well to flattery and similarity and quickly start to like those people

Produces a halo effect: we automatically see attractive people also as smart, kind and honest

Example: Good copy - bad cop

Ask yourself if you have come to like something/someone unusually strongly in a short time

If so, this could be due to manipulation, and you should be on alert.