Sex principer för övertalningens framgång:
* Reciprocity – the obligation to repay in kind
* Authority – we defer to legitimate experts
* Consensus – people follow the lead of similar others
* Consistency – people align with their commitments (as long as they are voluntary, active and public)
* Scarcity – people want more of what they can have less of
* Liking – we prefer to say yes to those we know and like