Robert B. Cialdini, Ph.D. developed six techniques for persuasion that are influential in contextualizing and influencing choice and behavior. Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Source: Cialdini, Robert B. "Harnessing the science of persuasion." Harvard Business Review 79.9 (2001): 72-81.

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Persuasive Technology
R.B. Cialdini’s 6 Principles of Influence

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6 Principles: Weapons of Influence
Robert B. Cialdini, Ph.D. developed six techniques for persuasion that are
influential in contextualizing and influencing choice and behavior.
1. Reciprocation
2. Commitment and Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Cialdini, Robert B. "Harnessing the science of persuasion." Harvard
Business Review 79.9 (2001): 72-81.
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Reciprocation
People are compelled to return a favour or repay in kind.
The persuasive technique is to anticipate cooperation with individuals by
first providing something of value to that person prior to asking for a favor
in return. Or give what you want to receive.
If I buy you a cup of coffee, things won’t fully sit right with you, if you can
not buy me a coffee or provide something of similar value to balance the
gift.
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Liking
People like those who like them.
The persuasive technique is to uncover real similarities and offer genuine
praise.
In an experiment using Tupperware House Party sales, the relationship
between how much guests likes their hostess weighed twice as heavily on
purchasing decisions than their regard for the product itself.
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Social Proof
People follow the lead of similar others.
The persuasive technique is to make visible that others have preceded
them in their use and appreciation of a service. There are testimonials,
visible users, and a crowd active in the space.
Residents in New York were asked to return a lost wallet to its owner. They
were more likely to attempt to return the wallet if the they learned that
someone had previously attempted to return it.
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Consistency
People align with their clear commitments.
The persuasive technique is to make commitments active, public and
voluntary.
People need agency and active engagement to follow through fon good
intentions. A choice that is written down, spoken out loud to others or
published in a visible place is considerably more likely to direct someone’s
future conduct than a choice left unspoken.
One group of students were given a form to fill out saying they would
volunteer for a project. A second group received a form which they needed
to complete only if they did NOT want volunteer. 3 out of 4 volunteers
came from the group that filled out the form stating their intention to
volunteer.
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Authority
People defer to experts.
The persuasive application is to expose your expertise - make it visible,
storied and credentialed.
In an experiment, when the credentials of the care providers (physical
therapists asking the participant to exercise) were prominently displayed
on the walls of the therapy room, compliance jumped 34% and did not
decline.
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Scarcity
People want more of what they can not have.
Persuasive technique in action - introduce limits - in quantity, time and
exclusive access. A one-of-a-kind, ending soon call to action will spur
action. Frame offers not only in terms of what you will gain, but what you
will lose if you don’t act.
Scarcity is amplified by Loss Aversion. The power of “loss language” was
demonstrated in a 1988 study of California home owners written up in the
Journal of Applied Psychology. Half were told that if they fully insulated
their homes, they would save a certain amount of money each day. The
other half were told that if they failed to insulate, they would lose that
amount each day. Significantly more people insulated their homes when
exposed to the loss language.
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