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The author also worked undercover in many [[compliance (psychology)|compliance]] fields such as car sales and door-to-door sales.
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===Reciprocation===▼
▲==Reciprocation==
People generally feel obliged to return favors offered to them. This trait is embodied in all human cultures and is one of the human characteristics that allow us to live as a society.
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Reciprocation is an application of [[reciprocity (social psychology)|reciprocity]].
===Commitment and consistency===
People have a general desire to appear consistent in their behavior. People generally also value consistency in others.
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People also have a strong desire to stand by commitments made by providing further justification and reasons for supporting them. This pattern of behavior toward or resulting in a negative outcome is called ''[[escalation of commitment]]''.
===Social proof===
People generally look to other people similar to themselves when making decisions. This is particularly noticeable in situations of uncertainty or ambiguity.
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Politicians use this all the time, just by having people standing behind them gets them more voters from people watching at home.
===Liking===
People are more likely to agree to offers from people whom they like.
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Any one of the above methods may not help influence people, but used in combination, their effects can be magnified.
===Authority===
The [[Milgram experiment]] ran by [[Stanley Milgram]] provided some of the most stunning insights into how influential [[authority]] can be over others.
People often act in an automated fashion to commands from authority, even if their instincts suggest the commands should not be followed.
===Scarcity===
People tend to want things as they become less available. This has led advertisers to promote goods as "limited availability", or "short time only".
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