Influence

Reciprocity Tactic Deploymentdesign lever

The use of tactics designed to activate the principle of reciprocation, such as providing an unsolicited gift or favor, or making a strategic concession (e.g., the rejection-then-retreat technique).

Commitment & Consistency Tactic Deploymentdesign lever

The use of tactics designed to secure an initial commitment from an individual, such as the foot-in-the-door technique, or encouraging public, active, effortful, and voluntary commitments.

Social Proof Tactic Deploymentdesign lever

The use of tactics designed to provide evidence of others' behavior or beliefs, such as using laugh tracks, citing 'largest-selling' status, salting tip jars, or orchestrating testimonials.

Liking Tactic Deploymentdesign lever

The use of tactics designed to increase interpersonal liking, such as leveraging physical attractiveness, highlighting similarities, giving compliments, or creating situations of contact and cooperation.

Authority Tactic Deploymentdesign lever

The use of tactics designed to signal authority, such as the use of titles (e.g., 'Doctor'), uniforms, or other trappings of status (e.g., expensive cars or clothing).

Scarcity Tactic Deploymentdesign lever

The use of tactics designed to suggest limited availability, such as limited-number offers, deadlines, or claims of exclusive information, which increases perceived value through psychological reactance.

Felt Obligation to Reciprocatepsychological state

An internal state of feeling indebted to someone who has provided a gift, favor, or concession, creating a psychological pressure to repay in kind.

Pressure for Consistencypsychological state

An internal drive and external social pressure to appear and behave consistently with one's prior commitments, statements, or actions, often to maintain a stable self-image.

Perception of Social Proofpsychological state

The perception that a behavior is more correct because many other people, especially similar others, are performing it. This heuristic is used to determine appropriate action.

Interpersonal Likingpsychological state

A positive affective state or feeling of affinity toward another person, often stemming from factors like physical attractiveness, similarity, compliments, or cooperation.

Deference to Authoritypsychological state

A psychological state of readiness to comply with the requests or commands of a person perceived to be a legitimate authority, often triggered by symbols like titles or uniforms.

Perception of Scarcitypsychological state

The belief that an item or opportunity is limited in availability, which triggers psychological reactance and increases its perceived value and desirability.

Uncertaintycontextual condition

A contextual condition in which an individual is unsure about the nature of a situation or the correct course of action, making them more likely to look to others for guidance.

Perceived Similaritycontextual condition

A contextual condition in which an individual perceives others as being similar to themselves in terms of background, opinions, or life-style.

Social Competitioncontextual condition

A contextual condition where an individual perceives themselves to be in rivalry with others for a scarce resource.

Compliance Behavioroutcome metric

The act of agreeing to a request made by another person. This can range from making a purchase or donation to changing a belief or performing a specific action.