Principles of persuasion are proven patterns of human decision-making that also apply in online sales. Reciprocity means a person is more willing to give something to someone who first gave them value, for example useful material or a free consultation. Authority works through demonstrated expertise, certificates and named people. Consistency makes use of the fact that a larger commitment follows a small one more easily, which is why long forms are broken into steps. Likeability stems from similarity and from human communication rather than anonymous corporate communication. The boundary is essential: the principles are meant to make it easier for the customer to make the decision that is right for them, not to manipulate them into buying. A false use of them, for example fake urgency, is also a misleading commercial practice. The difference between persuasion and manipulation is recognised in practice by whether the company would calmly explain its approach to the customer.
See also: Social proof, Scarcity and urgency, Unfair commercial practices.
