Various ways to influence and persuade people through scarcity, urgency, reciprocation, consistency, commitment, social proof, liking and authority. Highlights from the book: Weapons of influence As the stimuli saturating our lives continue to grow more intricate and variable, we will have to depend increasingly on our shortcuts to handle them all. And even when it is not initially successful, she can mark the article “Reduced from __” and sell it at its original price while still taking advantage of the “expensive=good” reaction to the inflated figure. Simply put, if the second item is fairly different form the first, we will tend to see it as more different than it actually is. So if we lift a light object first and then lift a heavy object, we will estimate the second object to be heavier than if we had lifted it … Read More