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The principles—reciprocation, liking, social proof, authority, scarcity, commitment and consistency, and unity—are
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Research shows that messages are more likely to be successful if recipients can first be made to feel positively toward the messenger. Three of the seven principles of influence—reciprocation, liking, and unity—seem particularly appropriate to the task.
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A well-known principle of human behavior says that when we ask someone to do us a favor, we will be more successful if we provide a reason. People simply like to have reasons for what they do.
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word because triggered an automatic compliance response from Langer’s subjects, even when they were given no subsequent reason to comply.
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The customers, mostly well-to-do vacationers with little knowledge of turquoise, were using a simplifying principle—a stereotype—to guide their buying: expensive = good. Research shows that people who are unsure of an item’s quality often use this stereotype. Thus the vacationers, who wanted “good” jewelry, saw the turquoise pieces as decidedly more valuable and desirable when nothing about them was enhanced but the price. Price alone had become a trigger feature for quality, and a dramatic increase in price alone had led to a dramatic increase in sales among the quality-hungry buyers.
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Consider, for example, the shortcut rule that goes, “If an expert said so, it must be true.”
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