Factors influencing people's buying decisions

In the book 'Persuasion', Robert Schaldin identified six reasons why people buy: authority, reciprocity, scarcity, urgency, likeability, and social proof. Depending on the product and sales approach, different factors may influence the buying decision. In the online course space, scarcity and urgency are significant drivers for action. Without a reason to act now, people may postpone purchasing. To address this, offering discounts or using other strategies can create a sense of urgency without feeling overly pushy.