Sublime

Create a scarcity

Clever negotiators often get amazing deals for their clients by producing an opening offer that makes their adversary thrilled to pay half that very high amount.

one of the most potent of the weapons of influence around us—the rule for reciprocation.7 The rule says that we should try to repay, in kind, what another person has provided us. If a woman does us a favor, we should do her one in return; if a man sends us a birthday present, we should remember his birthday with a gift of our own; if a couple invit

PERSUASION TIP 3 Persuasion is effective even when the subject recognizes the technique. Everyone knows that stores list prices at $9.99 because $10.00 sounds like too much. It still works.

Principle #4: The Bandwagon Effect—Give Them Something to Jump On

the best way to get what you want is to treat other people with decency. Decency can push almost any interaction into the cooperative frame. It is most powerful when least expected, like when things have gone wrong. Some

A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.