# Influence Principles

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Uncertainty and social decision cues affect response.

## Mechanism

Ethical social proof, authority, reciprocity, commitment, liking, scarcity where truthful.

## Applied marketing use

Reduce perceived risk and uncertainty with real signals.

## Failure modes

- Fabricated scarcity, testimonials, or authority.

## Counterweights

- `fogg-behavior-model`

## Sources

- `source:cialdini-influence`