During the 2013 summer transfer period, English soccer club Arsenal FC offered to buy the Uruguayan striker Luis Suarez from its Premier League rival Liverpool FC for the sum of…
Harnessing the Science of Persuasion: The Principle of Scarcity
The Application: Highlight unique benefits and exclusive information. Study after study shows that items and opportunities are seen to be more valuable as they become less available. That’s a tremendously…
Harnessing the Science of Persuasion: The Principle of Authority
The Application: Expose your expertise; don’t assume it’s self-evident Two thousand years ago, the Roman poet Virgil offered this simple counsel to those seeking to choose correctly: ‘Believe an expert.’…
Harnessing the Science of Persuasion: The Principle of Consistency
The Application: Make their commitments active, public, and voluntary Liking is a powerful force, but the work of persuasion involves more than simply making people feel warmly toward you, your…
Harnessing the Science of Persuasion: The Principle of Social Proof
The Application: Use peer power whenever it’s available Social creatures that they are, human beings rely heavily on the people around them for cues on how to think, feel, and…
Harnessing the Science of Persuasion: The Principle of Reciprocity
The Application: Give what you want to receive Praise is likely to have a warming and softening effect on Dan because, ornery as he is, he is still human and…
Harnessing the Science of Persuasion: The Principle of Liking
The Application: Uncover real similarities and offer genuine praise The retailing phenomenon known as the Tupperware party is a vivid illustration of this principle in action. The demonstration party for…