Robert Cialdini: Principles of Persuasion

• Request plus reason
• Comparison
• Reciprocity (favor, concession)
• Commitment & consistency
• Struggle to attain something results in greater value and agreement
• Liking - similarity, cooperation, association
• Authority - power, association/connotation, clothes
• Scarcity - people value something when it’s rare, newly scarce is valued more, established freedoms won’t be relinquished without a fight, esp. when competing for scarce resource