Impression what is the correct thing to do.
We tend to follow, even complete strangers.
If other people are doing it, it must be right.
Conformance – stand at a street, look at the sky – other will follow.
Familiarity breeds assurance.
Show popularity, number left in stock, number of buys.
Testimonials – from qualified users.
Reviews on third-party sites.
Use social media to spread good word, but solve issues in private.
You will be more happy to do something for me, if I have done something for you.
Give a gift first, ask for something later.
Ben Franklin effect – ask customer to do small favour, thank people immediately but do not return favour just know. Creates a feeling of liking.
Level of compliance to authoritative figure.
I was just following orders.
Working as part of the group.
Authority to give people permission to do something.
Priming – reason for brand advertising.
Making options to look familiar.
Recommended, Preferred, …
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http://darkpatterns.org – deceive people