People are easily persuaded by other people that they like. People were more likely to buy if they liked the person selling it to them.
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Designing For Influence strives to be a catalog highlighting examples on the web of the 6 principles of Influence.
The six principles of influence as developed by Robert B. Cialdini in his book Influence: The Psychology of Persuasion are Reciprocity, Commitment & Consistency, Social Proof, Liking, Authority and Scarcity.