Although there are thousands of different tactics that compliance practitioners employ to influence you, the majority fall into six principles: Consistency, Reciprocation, Social proof, Authority, Liking, and Scarcity.

The important thing for the advertiser is to establish the connection; it doesn’t have to be a logical one, just a positive one.

Price alone can be a trigger feature for quality; and a dramatic increase in price alone can lead to a dramatic increase in sales among quality-hungry buyers.

Automatic, stereotyped behavior is prevalent in much of human action, because in many cases it is the more efficient form of behaving, and in other cases it is simply necessary. Whats odd is that despite their current widespread use and looming future importance, most of us know very little about our automatic behavior patterns.