Index page0 Explanation of the two tactics 20 The effectiveness of social proof 21 Circumstances when effective 32 Circumstances when ineffective 43 Persuade when effective 44 Persuade when ineffective 55 Persuade when effective 56 Persuade when ineffective 67 Conclusion of social proof 70 The effectiveness of scarcity 71 Circumstances in which it is effective 72 Circumstances in which it is ineffective 83 Persuading when effective 84 Persuading when ineffective 95 Persuading when effective 96 Persuading when ineffective 97 Conclusion on scarcity 100 References 100 Appendix 110 Explaining the two tactics Effective communicators use six principles to get what they want and influence and shape the behavior of others, according to Robert B Cialdini, author of Influence: Science and Practice. Each of these principles is governed by a psychological principle that directs human behavior and gives users their power. The six principles are reciprocity, consistency and commitment, social proof, likeability, authority and scarcity. The principle of social proof is that we can determine what is correct simply by finding out what others think is correct. If, for example, someone in front of us buys something, we are more likely to buy it too... middle of paper......r products http://www.sbaer.uca.edu/Research /20010 Ming -Yih Yeh, 2000, Enhancing SMEs' Competitive Advantages: Using A Complete Set of Industrial Improvement Policies, Department of Business Administration at National Taiwan University of Science and Technology http://www.sbaer.uca.edu/Research. 0 Duane Schultz, 2002, Psychology & Work Today, 8th edition, 448.0 J. Scott Armstrong, 2000, Conditions and Principles of Advertising, http://www-marketing.wharton .upenn.edu/advertising/0 Appendix0 Advertisement Complex amino acids Bio-Young, 17/08/2003, Sun, Star Newspaper0 Announcement of the BMW 3.0i, 17/08/2003, Sun, Star Newspaper