The document discusses three principles of persuasion:
1) Reciprocity - people will respond positively to a positive action and negatively to a negative action. One study found that offering soft drinks increased purchase of raffle tickets.
2) Commitment and consistency - once people make a choice or commitment, they feel pressure to act consistently with that commitment even if incentives change. For example, car buyers may complete a purchase after price increases due to their prior commitment.
3) Scarcity - opportunities seem more valuable when less available due to limited resources and the need to make choices. The possibility of loss is a stronger motivator than potential gains.
![RECIPROCATION "The Old Give and Take--and Take" ,[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)