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Influence
- contrast
- attempting to sell the most expensive item first increases likelihood of selling less expensive items, which seem cheap in comparison
- reciprocity
- a favor is repaid with a favor
- but if a sales trick is recognized, there is no obligation to respond to a trick with a favor
- commitment
- active
- public
- effortful
- personal responsibility
- consistency
- social proof
- laugh tracks
- salted tip jars
- liking
- attractiveness
- similarity
- familiarity
- frequent positive contact
- absent negative contact
- shared goals
- conditioning & association
- messengers get shot
- guilt by association
- deference to authority
- scarcity
- rivalry