Designing Attraction by Rob Faludi, ITP at NYUWeapons of Influence from "Influence"
- Reciprocity - we try to repay, in kind, what another person does for us
- Web of indebtedness
- Watch out for uninvited debts - mailing labels in the mail forcing us to repay, avoiding the Hari Krishna and the flower
- Commitment and Consistency
- We like things better AFTER we choose them - the MacBook purchase and packaging
- Foot-in-the-door effect - small to large
- Justification of effort - why else would you not have done the difficult thing if it was not worth the effort
- Social proof - everyone doing something, we will do it too.
- Most effective in ambiguous situation with social peers - curiosity?
- Liking - more likely to comply with someone we like
- We like people who are attractive, similar and familiar
- Authority - Milgram experiment (electro-shock experiment)
- Illusion of authority (not a doctor, but play one on TV)
- Heuristic value
- Scaricity - perceived value of limitation
- Responsibility - is it okay to use these tools?
Books on the topic: