- Authority
- Scarcity
- Framing
- Salience
How do persuasion architects apply these principles to influence our
behavior on the Web?
Reciprocation
“I like to return favors.”
This principle tells us that if we feel we have been done a favor, we will want
to return it. If somebody gives you a gift, invites you to a party or does you
a good turn, you feel obliged to do the same at some future date.
Persuasion architects exploit this principle by giving users small gifts — a
sample chapter from a book, a regular newsletter or just useful information
— in the knowledge that users will feel a commitment to offer something in
return.