to be less favorable to them and more profitable to the seller. This pattern of behavior toward or resulting in a negative outcome is called escalation of commitment. Social proof People generally look to other people similar to themselves when making decisions. This is particularly noticeable in situations of uncertainty or ambiguity. This trait has led compliance professionals to provide fake information on what others are doing. Examples of this are staged interviews on television advertisements or "infomercials". Liking People are more likely to agree to offers from people whom they like. There are several factors that can influence people to like some people more than others: Physical attractiveness can give people a halo effect whereby others are more likely to trust them and to think of them as smarter and more talented. People tend to like people who are most like themselves. People tend to like those who pay them compliments. People who they are forced to cooperate with to achieve a common goal tend to form a trust with those people. People tend to like people that make them laugh. For example, many lectures start with a joke. Any one of the above methods may not help influence people, but used in combination, their effects can be magnified. Authority The Milgram experiment ran by Stanley Milgram provided some of the most stunning insights into how influential authority can be over others. People often react in an automated fashion to commands from authority and even to symbols of authority (such as academic degrees, uniforms, expensive cars, etc.), even when their instincts suggest the commands should not be followed. Scarcity People tend to want things as they become less available. This has led advertisers to promote goods as "limited availability", or "short time only". It has also been shown that when information is restricted (such as through censorship), people want the information more and will hold that information in higher regard. Items are also given a higher value when they were once in high supply but have now become scarce. Unity People value being part of a team or group. Used in a negative way, it can create an Us vs. Them mentality. Used in a positive way, it can make people feel that they are part of a group in which everyone looks out for one another. References Books about persuasion