If you want a crash course on the use of these mental models in real-life just go to a casino, where all of them are used simultaneously to ultimately take your money. Casinos give away a lot of free stuff (reciprocity); they get you to first buy chips with cash (commitment); they try to personalize your experience to your interests (liking); they show you examples of other people who won big (social proof); they constantly present you with offers preying on your fear of missing out (scarcity); and dealers will even give you suboptimal advice (authority). Beware. There is a reason why the
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