Robert B Cialdini

Persons who go through a great deal of trouble or pain to attain something tend to value it more highly than persons who attain the same thing with a minimum of effort.

We Empathize and Comply With People We Like

We Are Influenced by People Who Are Similar to Us

We Look to Others When We Are Unsure

The Harder Something Is to Attain, the More We Want It

We Can't Say No To Scarcity

We Feel The Need to Reciprocate

The truly gifted negotiator, then, is one whose initial position is exaggerated enough to allow for a series of concessions that will yield a desirable final offer from the opponent, yet is not so outlandish as to be seen as illegitimate from the start.

Freedoms once granted will not be relinquished without a fight.

People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.

The way to love anything is to realize that it might be lost.

We all fool ourselves from time to time in order to keep our thoughts and beliefs consistent with what we have already done or decided

Often we don’t realize that our attitude toward something has been influenced by the number of times we have been exposed to it in the past.

Embarrassment is a villain to be crushed.

Where all think alike, no one thinks very much.

A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

There is a natural human tendency to dislike a person who brings us unpleasant information, even when that person did not cause the bad news. The simple association with it is enough to stimulate our dislike.