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Unformatted text preview: reason for discounting it-Attractiveness: having qualities that appeal to an audience-6 Persuasion principles o Authority: ppl defer to credible experts o Liking: ppl respond more affirmatively to those they like o Social proof: ppl allow example of others to validate how to think, feel, and act o Reciprocity: ppl feel obliged to repay in kind what theyve received o Consistency: ppl tend to honor their public commitments o Scarcity: ppl prize whats scarce-...
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- Fall '08