• Humans' brains use mental shortcuts and fixed-action patterns in order to save energy. This causes us to respond in the same, predictable way to everyday experiences.
• While these mental shortcuts can be useful, they can also be easily manipulated and exploited by companies and unethical marketers and salespeople. 
• Some of the most used psychological principles of influence are:
• 1. Reciprocity - We’re likely to return the favor when we receive something from others. 
• 2. Consistency - Once we’ve committed to something, we usually conform to that commitment.
• 3. Social proof - We are heavily influenced by the actions of others.
• 4. Likeability - We are more easily influenced by individuals we like and see as trustworthy.
• 5. Authority - We have a tendency to comply with and be influenced by people in positions of authority.
• 6. Scarcity - We attach more value to things that are scarce and few in quantity.
• Critical thinking and deep reasoning help us consider what is in our best interest.

***

The above is inspired from the bestselling book "Influence" by Robert Cialdini.

In-Depth Insights | Action Points | Exercises | Workbook