Principle of Persuasion description

six principles that drive our automatic decision making.

The principles are as follows:

1. Consistency
“Foolish consistency is the hobgoblin of little minds.”


2. Reciprocation
“You scratch my back, and I’ll scratch yours.”


3. Social Proof
“If all of your friends jumped off a bridge, would you?”


4. Authority
Han Solo: Look, Your Worshipful, let’s get one thing straight. I take orders from just one person: me.
Princess Leia: It’s a wonder you’re still alive.


5. Liking
“I can tell that we are gonna be friends.”


6. Scarcity
“For the vast majority of world history, human life - both culture and biology - was shaped by scarcity. Food, clothing, shelter, tools, and pretty much everything else had to be farmed or fabricated, at a very high cost in time and energy.”



• An attempt to select principles must be confined to discussion of prime ... The definition of the word 'manipulation is by no means agreed.

• Persuasion is not Manipulation - Manipulation is coercion through force to get someone to do something that is not in their own interest.