Influence: The Psychology of Persuasion by Dr Robert Cialdini

Do you know what are the common tactics employed by marketing people?

Six "Weapons of Influence"

1. Reciprocation:

People tend to return a favour. Thus, the pervasiveness of free samples in marketing.

2. Commitment and consistency:

If people commit, orally or in writing, to an idea or goal, they are more likely to honour that commitment even if the original incentive or motivation is removed.

3. Social proof:

People will do things that they see other people are doing.

4. Authority:

People will tend to obey authority figures even if they are asked to perform objectionable acts.

5. Liking:

People are easily persuaded by other people that they like. (Physically attractive)

6. Scarcity:

Perceived scarcity will generate demand.