Monkey See, Monkey Do . . . Monkey Die - Robert B. Cialdini

They behave in accordance with what the contrast principle would suggest: Sell the suit first, because when it comes time to look at sweaters, even expensive ones, their prices will not seem as high in comparison.

The differential phrasing might seem minor, but it is critical to achieving the company’s unitization goal. Providing advice puts a person in a merging state of mind, which stimulates a linking of one’s own identity with another party’s.

The rule says that favors are to be met with favors; it does not require that tricks be met with favors. A