Most Important Concepts:

• People who are unsure of an items quality often use the stereotype of expensive = good.
• If somebody feels they owe you, it does not matter if they like you or not.
• People prefer to buy from friends.
• Simply labeling something as most popular will increase its sales.
• People are more receptive when they believe you know more than them.
• Being forced to decide and make a commitment makes the person happier with the same conditions as they otherwise would have been.

How I can Use this Info:

Chapter Recap:

Introduction

• Reciprocation, liking, & unity for when relationship building is primary.
• Social proof & authority for when reducing uncertainty is foremost.
• Consistency & scarcity for when motivating action is the primary objective.

1 - Levers of Influence

• Civilization advances by extending the number of operations we can perform without thinking about them.
• We all have our preset programming.
• Just the word ”because” can trigger an automatic compliance response.
• People who are unsure of an items quality often use the stereotype of expensive = good.
• There is an unsettling tendency in our society to accept unthinkingly the statements and directions of individuals who appear to be authorities on a topic.
• Fake reviews: