The document discusses three principles of persuasion: 1) Reciprocity - people will respond positively to a positive action and negatively to a negative action. One study found that offering soft drinks increased purchase of raffle tickets. 2) Commitment and consistency - once people make a choice or commitment, they feel pressure to act consistently with that commitment even if incentives change. For example, car buyers may complete a purchase after price increases due to their prior commitment. 3) Scarcity - opportunities seem more valuable when less available due to limited resources and the need to make choices. The possibility of loss is a stronger motivator than potential gains.

1. Elements of persuasion By : Afeedatul aisyah Najwa liyana ramlan Yaya