The Seven Principles of Influence

Chaldini's new book is organized around the seven principles of influence. These are ation, liking, social proof, authority, scarcity and commitment. Each principle is examined as to its ability to produce a distinct kind of automatic compliance from people. Chaldini: We need to be able to make our choices based on short cut decisions. Is this person truly in authority? Is there real scarcity here? Do i really like this person? Those are the triggers that normally steer us correctly into saying yes.