Editing The Psychology of Persuasion (section)

== <span style="color: #FFFFFF;">Understanding</span> ==
The psychology of persuasion is understood through '''Triggers''' and '''Evolution'''.

'''1. The "Indebtedness" Loop (Reciprocity)''':
Why do we "Buy" after the "Free Sample"?
* Humans are **"Hyper-Social Animals"** (see Article 545).
* Our "Ancestor Societies" "Survived" because they "Shared Resources."
* If someone "Gives to You," your "Brain" "Creates" a **"Psychological Debt"** that "Must be Paid."
* It is "Social Glue."
* "Marketers" use this "Biological Duty" to "Force" a "Sale."

'''2. The "Group" Safety (Social Proof)''':
Why do we look at "Reviews"?
* (See Article 617). In an "Uncertain World," "Thinking" is "Dangerous" and "Expensive."
* The **"Wisdom of the Crowd"** is a "Fast Heuristic."
* If "Everyone is Running," **"Run."**
* If "Everyone is Buying," **"Buy."**
* We "Outsource" our "Thinking" to the "Majority."

'''3. The "Fear" of Loss (Scarcity)''':
Why do we "Hurry"?
* (See Article 616). **Loss Aversion** is "Twice as Powerful" as "Gain."
* **Scarcity** "Signals" a "Potential Loss" of an "Opportunity."
* Our "Brain" "Prioritizes" "Protecting" the "Window" before it "Closes."
* It "Bypasses" "Logical Evaluation" (System 2) and "Triggers" "Action" (System 1).

'''The 'Milgram' Experiment (Authority)'''': A classic (and disturbing) study. People were "Told" by a "Man in a Lab Coat" to "Give Electric Shocks" to another person. Most "Complied" even when they thought they were "Killing" the person. It proved that "Symbols of Authority" are "Incredible Levers" for "Human Behavior."
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