I recently read Influence: Science and Practice by Robert Cialdini, which was fascinating. I just want to keep a list here of the influence tactics he describes:
- Perceptual contrast (starting high)
- Reciprocation (uninvited debts, unequal exchanges)
- Maintaining consistency (due to public commitment)
- Social proof (going along with the crowd)
- Likability (attractiveness, similarity, compliments, familiarity, and cooperation)
- Authority (or seeming authority)
- Scarcity (of quantity or time – making it a competitive situation)
Really important stuff to know, both as a marketer and an everyday citizen.