Key Points

• Core concepts All things being equal, consumers will…

1. Reciprocity - Give something of value to get something of value
2. Consistency and Commitment - Will be consistent with a path or approach
3. Likability - Are more likely to purchase from someone they know, trust and like. AND, more impotantly, someone who knows, likes and trusts THEM.
4. Authority - Purchase from an authority
5. Social proof - Purchase based on the recommendations of others
6. Scarcity - Purchase if quantities are perceived to be scarce.

• Important take aways

Summary

Links

Links to other sites - authors, book’s web site, etc…