What Persuasion Consists of...

Persuasion consists of:

  1. Reciprocation—create or repay favors
  2. Consistency—follow lead of others
  3. Social Validation—norms or standards
  4. Liking—favor requests of those we like
  5. Authority—heed legitimate authority, respect credentials
  6. Scarcity—value scare resources (“one-of-a-kind”, “limited time”, “exclusive”)

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