Influenced -Robert caldini

1. Fixes patterns
   1. cheaper cheaper turkey
2. Contrast principle

   Annotations:

   • you have to offer first and most expensive item so later you won't have problem selling the cheaper one
3. Reciprocation
   1. Rule 1

      Annotations:

      • Hare Krishna society members would forcefully give a flower to a passerby before asking for donations. Lyndon Johnson was able to get a lot of bills passed by calling in on favors which he had provided earlier to other elected representatives. Jimmy Carter failed because he had no such favors to call on. Even a free sample can engage a person in a reciprocity rule. Most people find it difficult to leave, without buying anything, after trying a free sample.
   2. Reciprocal concession

      Annotations:

      • One way to increase the chances of a request being accepted is to make a larger one (that will most likely be turned down) first. After refusal, make a second request as a concession. It is important that the first request is not extreme enough to be considered unreasonable

Annotations:

• After making a choice or taking a stand, personal and interpersonal pressures force us to behave consistently with it. Our culture values good personal consistency. Stubborn consistency also allows us to avoid thinking. Once we have made up our mind, we don’t have to think about it again. People soliciting for charity over the phone first ask “How are you doing?”. Once someone has publicly asserted that they are doing fine, it’s inconsistent and awkward to appear stingy later when asked for a donation. During Korean war, Chinese communists would ask US PoWs for writing relatively innocent statements such as “US is not perfect” or “unemployment is not an issue in a communist country”.  Once they had made remarks along those lines, they got asked for more. To stay consistent, many went to the extent of becoming a collaborator. Agreeing to small requests may appear inconsequential in the beginning. But altering someone’s self-image makes them even more exploitable. Even when people are told that someone was required to write an article in favor of an issue, people assume that the writer is pro-issue. Fraternity houses exploit another extreme form of commitment. A person has to go through a lot of pain before attaining their membership. They end up valuing it more often than someone who attains it with a small effort. We are more consistent in our commitment if we believe that we did it for our own purpose rather than an external pressure. Even an external reward counts as an external pressure. Thus, it’s a bad idea to bribe children since they will never realize that their inner voice wants it