Although there are thousands of different tactics that compliance practitioners employ to produce yes, the majority fall within seven basic categories. Each of these categories is governed by a fundamental psychological principle that directs human behavior and, in so doing, gives the tactics their power. This book is organized around these seven principles, one to a chapter. The principles—reciprocation, liking, social proof, authority, scarcity, commitment and consistency, and unity—are discussed both in terms of their function in society and in terms of how their enormous force can be
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