At Tupperware parties (or Pampered Chef, Arbonne, etc.), guests' fondness for their host influences purchase decisions twice as much as the products themselves.

This is an example of:

• Liking

• Reciprocity

• Social Proof

• Authority

During WWII, Japanese leaders were debating whether to follow the lead of their Nazi allies, but ultimately rejected the pressure to adopt Nazi tactics toward Jews after a Jewish scholar said to them: “We are Asian. Like you.”

This is an example of:

• Social Proof

• Authority

• Unity

• Consistency

When Disabled American Veterans enclosed free address labels in donation-request envelopes, response rates doubled.

This is an example of:

• Scarcity

• Liking

• Reciprocity

• Consistency

People browsing at bookstores are more likely to purchase books on tables with signs indicating that they are "best sellers".

This is an example of:

• Social Proof

• Consistency

• Authority

• Reciprocity

92% of residents in an apartment building who signed a petition in support of a new recreation center later donated to the cause.

• Liking

• Reciprocity

• Authority

• Consistency

A single New York Times expert opinion news story aired on television generates a 4% shift in U.S. public opinion.

This is an example of:

• Authority

• Social Proof

• Consistency

• Unity

Wholesale beef buyers' orders jumped 600% when they alone received information on a possible beef shortage.

• Authority

• Social Proof

• Liking

• Scarcity

People want more of what they can have less of.

People defer to experts

People align with their previous commitments.