In this lesson we look at the Principle of Reciprocity. The basic premise of this rule is that we feel obligated to return favours. We look at the science behind the rule by exploring  the work of Professor Dennis Regan and examine examples of how the rule is applied in practice. In addition we look at tactics to trigger the rule including the “Reject-then-retreat strategy”.

In this lesson we look at the Principle of Scarcity. The basic premise of this rule is that we desire things simply because they are in short supply not because they have an inherent value for us. It reflects the basic truth that things difficult to possess are usually better. Another factor is a fear of loosing freedom we already have.

In this lesson we look at the Principle of Liking. The basic premise of this rule is that we are easily influenced by people whom we like. We look at how you can trigger this principle by coming to like the people you’re dealing with and getting them to like you.

In this lesson we look at the Principle of Authority. The basic premise here is that we tend to obey authority even though sometimes it doesn’t make sense. It reflects the basic truth that in most cases following authority’s advice makes sense (e.g., we better listen to our doctor). We explore the science behind the rule by looking at the fascinating work of Stanley Milgram and review tactics of how to trigger the principle including the importance of establishing credibility.

In this lesson we look at the Principle of Consensus or Social Proof. The basic premise here is we do what other people do. It is usually advantageous to just follow other people (especially if they are similar to us) instead of trying to figure out what the correct behaviour is.

In this lesson we look at the Principle of Consistency. The basic premise here is that if we commit to something (especially in writing), we are more likely to stick with it because we want to maintain consistency. We look at how to trigger the rule by trying to elicit a commitment of some kind.

This lesson provides a brief summary of the key learning from the course. It reminds us that we use mental shortcuts to help us make decisions in our busy complicated lives. It provides an overview of six of these mental shortcuts which are regarded as universals that guide human behaviour. Understanding these shortcuts and employing them effectively can significantly increase the chances that someone will be persuaded by your requests.