1. Perceptual Contrast - when one item is presented after a more expensive one, the first item presented will be considered cheap.
2. Recipocation - when a person is given something he will try to repay, in kind, what he was given. The strategy is to give a person some small favor (a rose, a candy) and get big benefits in return (your purchase)
3. Commitment and Consistency - once a person has commited to something he will continue being consistent to this commitment. Hence, by getting an initial commitment from one you wish to influence, the target will likely by consistent further on with his initial commitment.
4. Social Proof - people will tend to base their beliefs or act upon what other similar people in the same situation would believe in or act after. The social proof principle is the strongest when similar people are the basis for the proof or if the person to decide is unceirtain in the situation.
5. Liking - people tend to say yes to other people they like. Liking can be increased by such things as the others physical attractiveness, similarity, though compliments or through continued contact with the other person.
6. Authority - people with some sort of authority (knowledge, titles, clothes etc) will tend to have influence over others.
7. Scarcity - an item or other sort of quantity that is percieved as scarce will be considered attractive. People assign more varue to an opprotunity when it is considered less available.
[1] Influence: Science and Practice
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