Ethology refers to these modal action patterns as instinctive and running to completion
Humans have complicated fixed action patterns that are exploited to overload our everyday shortcuts.
Core #1 - Reciprocity
#1 - Reciprocity
The Regan Study
Free Samples (Amway/Grocery Stores)
Mints at Dinner
Keys of Use
Personalization is strongest. Reciprocation works when liking falls flat.
Reciprocation works when you choose the gift and the request.
Core #2 - Consistency
#2 - Consistency
Medical Appointments
"Drive Safely" sign experiment
Keys of Use Small concessions make for larger commitments Bait and switch/ Foot in door Active, Public, Effortful, Owned
Core #3 - Social Proof
#3 - Social Proof
Laugh tracks and claque -Backstreet Boys Effect
Sylvan Goldman - The Grocery Cart
Keys of Use Social Proof works with or without physical proof. Most effective when people are unsure.
It can be obviously faked and still work.
Core #4 - Likeability
#4 - Likability
Attractive people studies (Workplace/ Jail/Politics etc.)
Common Sense
Keys Pavlovian association of likability rubs off, usually undetected. People's words show how much they like something. Know and use the 5 aspects of likability:
Physically Attractive
Similarity
Compliments
Contact and Cooperation
Conditioned
Core #5 - Authority
#5 - Authority
Milgram Experiment
Keys Validate authority for yourself. Titles add credulity. Dress for Success.
Core #6 - Scarcity
#6 - Scarcity
Worschel, Lee, and Adewole Experiment Every fitness club ever
Keys Scarcity raises value by simple Supply/Demand. Scarcity causes buyer's remorse. Scarcity of options works best - Gravitational middle