3.4 underlying Principles Affecting InfluenceRule of Reciprocity- give and takeCommitment and ConsistencyWe tend not to trust those who say one thing and do another.Social ProofMost of our behaviour is strongly influenced by what we see others doing. We will be most strongly influenced by those whom we feel are most like us.Liking People tend to agree with those they know and feel are like them. Authority scarcity