WHAT IS THE CONTEXTUAL RELEVANCE EFFECT? Contextual Relevance is where the specific situation we are in has a fundamental influence over the choices we make. Furthermore, there is far greater elasticity
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WHAT IS SCARCITY AS AN INFLUENCE STRATEGY? The journalist and author G. K. Chesterton once said that ‘The way to truly love anything is to realize that it might be
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WHAT IS THE REFERENCE DEPENDENCE EFFECT? Everything is assessed in relation to everything else. We use relative value rather than absolute value to make judgments and therefore we are predisposed
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WHAT IS THE AUTHORITY PRINCIPLE? Leveraging the authority principle, people say yes to people in positions of authority. We have been conditioned from a young age to agree with people
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WHAT IS THE CONSISTENCY EFFECT? People say yes to requests that align with existing commitments that we’ve either said or done publicly. We make decisions based on our past choices
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WHAT IS DECISION PERMISSION AS AN INFLUENCE STRATEGY? We tend to make decisions when in we have been granted permission to do so. Decision permission significantly lowers the thresholds for
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WHAT IS THE CONFIRMATION BIAS EFFECT? Confirmation bias is where we are more likely to favour options that confirm or validate our pre-existing beliefs or things we have previously described
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WHAT IS THE FAMILIARITY EFFECT? The familiarity effect is activated when we tend to prefer things that are more familiar to us rather than things that are new. This avoids
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WHAT IS THE SUNK COST EFFECT? The Sunk Cost Effect is an influence-based principle that supports the notion that people can sometimes be influenced into making irrational decisions based on a
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WHAT IS THE FIRST STAGE OF THE CREATIVE PROCESS? THE FIRST STAGE OF THE CREATIVE PROCESS IS THE PREPARATION PHASE There are actually five stages in the creative process with
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