Pre-suasion is the practice of getting people sympathetic to your message before they experience it.

At the beginning of each lecture I say, 'Here's a set of events unexplainable by common sense, and I promise you'll be able to solve this mystery at the end of class.'

The joy is not in experiencing a scarce commodity but in possessing it.

We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves

There is a study that shows that people who were asked their political opinions, when there was a picture of the American flag in the corner of the questionnaire, reported more favorable attitudes toward Republican Party positions, because the flag is typically associated in people's minds with a Republican belief set. If people vote at a polling place inside a church, they vote more Republican. If they vote at a polling place inside a school, they vote more Democrat.

A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

The obligation to receive reduces our ability to choose whom we wish to be indebted to and puts that power in the hands of others.