Chapter 1. Weapons of Influence
Betting the shortcut odds
Chapter 2. Reciprocation: The Old Give and Take ... and Take
The rule enforces uninvited debts
The rule can trigger unequal exchanges
Reciprocal concessions, perceptual contrast, and the Watergate mystery
Damned if you do, damned if you don't
Here's my blood, and do call again
The sweet, secret side effects
Chapter 3. Commitment and Consistency: Hobgoblins of the Mind
Standing up for the public good
Chapter 4. Social Proof: Truths Are Us
The principle of social proof
Cause of death: uncertain(ty)
Chapter 5. Liking: The Friendly Thief
Making friends to influence people
Why do I like you? Let me list the reasons
Conditioning and association
Does the name Pavlov ring a bell?
From the news and weather to the sports
Chapter 6. Authority: Directed Deference
The power of authority pressure
The allures and dangers of blind obedience
Chapter 7. Scarcity: The Rule of the Few
Less is best and loss is worst
Adult reactance: love, guns, and suds
New scarcity: costlier cookies and civil conflict
Competition for scarce resources: foolish fury
Chapter 8. Instant Influence: Primitive Consent for an Automatic Age
Shortcuts shall be sacred
