Factors influencing persuasion:
- Reciprocity. People tend to give after they have received. Be the first to give and give unexpectedly is the most effective. Eg, Amount of waiters' tips after giving mint sweets.
- Scarcity. People want more of what is less. Tell them what they stand to lose. Eg, British Airways discontinuing Concorde.
- Authority. People are more willing to listen to people who are more credible. Eg, Real estate call staff recommending real estate agents.
- Consistency. Asking people to indicate commitment. Eg, Erecting ugly slow down signs and getting patients to write down own medical appointment details.
- Liking. We like people who are similar to us, pay compliments to us and cooperate with us. Eg, Pay compliments before talking business.
- Consensus. We like to follow actions of others. Eg, 75% of those who stayed in this hotel room reuse their towels.
