Robert Cialdini presents in his book Influence are also invaluable. We mentioned one earlier, in discussing his insight that once people take an action of whatever kind, they are more inclined to take that action again. Here is the full set: • Reciprocity—whereby people are more likely to do something in return of a favor, regardless of the favor done and the ask now presented to them • Commitment and consistency—people who have taken one action are likely to take another, regardless of the size or difference in action • Social proof—in a state of uncertainty, people look to the actions of
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