persuasion, then, "scarcity" can be leveraged to convince people to buy into some suggestions, heed the advice or accept the business proposals. According to Robert Cialdini, Regents' Professor of Psychology and Marketing at Arizona State University and Distinguished Professor of Marketing in the W. P. Carey School, whatever is rare, uncommon or dwindling in availability — this idea of scarcity — confers value on objects, or even relationships. There are two major reasons why the scarcity principle works: When things are difficult to get, they are usually more valuable, so that can make it seem to have better quality. When things become less available, we could lose the chance to acquire them. When this happens, people usually assign the scarce item or service more value simply because it is harder to acquire. This principle is that everyone wants things that are out of their reach. Something easily available is not that desirable as something very rare. Manipulation Individuals high on the Machiavellianism trait have tendencies to engage in manipulation and deceit to gain self benefits for themselves. List of methods By appeal to reason: Logic Logical argument Rhetoric Scientific evidence (proof) Scientific method By appeal to emotion: Cosmetic Advertising Presentation and Imagination Pity Propaganda Manipulation (psychology) Seduction Tradition Aids to persuasion: Body language Communication skill or Rhetoric Personality tests and conflict style inventory help devise strategy based on an individual's preferred style of interaction Sales techniques Other techniques: Deception Hypnosis Power (social and political) Subliminal advertising Coercive techniques, some of which are highly controversial or not scientifically proven effective: Brainwashing Coercive persuasion Force Mind control Torture In culture It is through a basic cultural personal definition of persuasion that everyday people understand how others are attempting to influence them and then how they influence others. The dialogue surrounding persuasion is constantly evolving because of the necessity to use persuasion in everyday life. Persuasion tactics traded in society have influences from researchers, which may sometimes be misinterpreted. To keep evolutionary advantage, in the sense of wealth and survival, you must persuade and not be persuaded. To understand cultural persuasion, researchers gather knowledge from domains such as "buying, selling, advertising, and shopping, as well as parenting and courting." Methods of persuasion vary by culture, both in prevalence and effectiveness. For example, advertisements tend to appeal to different values according to whether they are used in collectivistic or individualistic cultures. Persuasion Knowledge Model