By Robert Cialdini
6 principles:
“Everything should be made as simple as possible — but not simpler”
Fixed action patterns: instinctive behavior patterns specific to certain species
The word because was shown in an experiment to be a fixed action pattern trigger for humans
Exp: people asked to skip ahead of people in line for a copy machine
Group 1: can skip you because I’m in a hurry — 94% success
Group 2: can I skip you — 60% success
Group 3: can I skip you because I have to make copies of these pages — 90%
Mental model that can be misleading: you get what you pay for — expensive is better