1. Reciprocity. We are obliged to give if we have been given something.
互惠互利，劝说他人之前，先给予对方一些小利益，以退为进。
2. Scarcity. If it's scarce, we want it more. Use this by highlighting the Benefits, Uniqueness and Possible Loss.
狐假虎威（虚张声势） ，吓唬对方，强调利益关系，连带结果和潜在损失。
3. Authority. We are more likely to comply with a request if it is coming from a perceived authority/expert.
权威效应， 我们会更倾向于相信权威人事的建议。
4. Consistency. We want to be consistent with our past commitments, even if the initial commitment is much smaller.
持续稳定，我们在选择生意伙伴的时候，都想要持续稳定的承诺，我们需要遵守承诺，哪怕再小的承诺也要遵守。
5. Liking. We like people who are similar, who give us compliments and who co-operate with us.
讨人喜欢， 我们喜欢与自己相似的人，喜欢被赞扬和喜欢与自己合作并有共同理想的人。
6. Consensus. If others (especially similar others) are doing it, then we are more likely to do it ourselves.
潜移默化，如果身边的朋友都这样做（都使用某种产品），那么你也会
