The six principles are:
1. RECIPROCITY: when people receive a favour, they are more willing to reciprocate it: in other words, we are more likely to listen to or consider a proposal from a brand or a person if they have done something practical or significant for us.
2. COMMITMENT AND CONSISTENCY: people often perform more than one action and unpredicted actions consistent with those they have performed in the past or even short before.
3. SOCIAL PROOF: people tend to adjust their behaviour and decisions to those of the majority.
4. LIKING: attractive or particularly charming people are generally more persuasive.
5. AUTHORITY: people who hold a leadership position or are recognised as authorities have greater persuasive abilities, which is the reason why numerous brands hire well-known and acclaimed endorsers.
6. SCARCITY: consumers are inclined to have a more positive perception, at an unconscious level, of what they perceive as exclusive or scarcely available. Our brain is indeed more sensitive to the possibility of gaining and especially losing something. “Flash”, limited offers, are based on this principle.
For more information on this topic, check out this article.