Influence Science and Influence, Robert Cialdini

• RECIPROCATION: Because there is general distaste for those who take and make no effort to give in return, we will often go to great lengths to avoid being considered a moocher, ingrate, or freeloader.
  
• COMMITMENT & CONSISTENCY: The drive to be (and look) consistent constitutes a highly potent weapon of social influence, often causing us to act in ways that are clearly contrary to our own best interest.
  
• We must be wary of the tendency to be automatically and unthinkingly consistent.
  
• Click & whir.
  
• We are phenomenal suckers for flattery.
  
• SOCIAL PROOF: People, especially when they are unsure of themselves, follow the lead of similar others.
  
• LIKING: We most prefer to say 'yes' to those people we know and like.
  
• We are phenomenal suckers for flattery.
  
• There is a natural human tendency to dislike a person who brings us unpleasant information.
  
• AUTHORITY: Acting contrary to their own preferences, many normal, psychologically healthy individuals were willing to deliver dangerous and severe levels of pain to another person because they were directed to do so by an authority figure.
  
• SCARCITY: People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.
  
• Freedoms once granted will not be relinquished without a fight.