The scientific study of this process of making somebody believe that something is true has been under way for well over half a century, beginning in earnest with the propaganda, public information and persuasion programs of World War II. Since that time, numerous social scientists have investigated the ways in which one individual can influence another’s attitudes and actions.
As analyzed in the video, there are six factors or shortcuts that influence us to say YES to the request of others. These six basic tendencies of human behavior come into play in generating a positive response. Understanding and employing them in an ethical manner, can significantly improve our chances that someone will be persuaded by our request.
These factors are:
• Reciprocation: People are driven to repay debts. If for example your new colleague pays you lunch for the first time, you’ll probably fell you own him a favor. Therefore; you are more likely to say YES to his requests. With that said, if you want to succeed in this case, give something away to create a feeling of indebtedness. Then ask for what you want.

• Scarcity: Occurs when items and opportunities become more desirable to us as they become less available. When persuading others using the Scarcity principle, is necessary to point out what is unique about your proposition, its benefits, and what they stand to lose if in case of rejection.

• Authority: This principle states the idea that people will follow the lead of credible knowledge of experts. The mere symbols of authority (titles, clothing, and trappings) are often enough to gain instant compliance. However, for added persuasion, establish genuine credibility through Expertise, Trustworthiness, Similarity, and Physical Attractiveness.

• Consistency: People are driven to be consistent in all areas of life — in their words, deeds, attitudes, opinions, beliefs,