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Cialdini, R. B. (2009) Influence: Science and Practice.
5th edn. Canada: Pearson Education.
the desire to give back to someone who has given to us
people often say 'yes' to those who they know and like
the desire to have things that you can have less of, especially things that are scarce, rare, dwindling in availability
the idea that people want to follow the lead of similar others
following the lead of legitimately constituted experts, authorities in an arena
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