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Researchers have been studying the factors that influence us to say yes to the request of others for over 60 years. And there can be no doubt that theres a science to how we are persuaded. And a lot of the science is surprising. When making a decision itd be nice to think that people consider all the available information in order to guide their thinking. But the reality is very often different. In the increasingly overloaded lives we lead, more than ever we need shortcuts or rules of thumb to guide our decision-making. My own research has identified just six of these shortcuts. As universals that guide human behavior, they are: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus. Understanding these shortcuts and employing them in an ethical manner, can docHubly increase the chances that someone will be persuaded by your request. Lets take a closer look at each in turn. So the first universal principle of influence is Reciprocity. Simply put, people are