1. [Multiple choice]

If people make public commitments or promises, they almost always want to back up those words with action to prove they are honest and steadfast.

Answers for Quiz [1].

• 1. scarcity
• 2. authority
• 3. consistency or commitment (correct)

2. [Multiple choice]

We’re much more willing to follow the lead of someone who’s an expert.

Answers for Quiz [2].

• 1. the principle of scarcity
• 2. the principle of authority (correct)
• 3. the principle of liking or friendship

3. [Multiple choice]

We find products more attractive and want them more if we have an idea that they are rare, or diminishing in their availability.

Answers for Quiz [3].

• 1. The principle of scarcity (correct)
• 2. The principle of liking/friendship
• 3. The principle of authority

4. [Multiple choice]

We’ve agreed to join our colleagues in the finance department in helping with a fund-raiser for medical research.

Answers for Quiz [4].

• 1. The principle of authority
• 2. The principle of liking or friendship (correct)
• 3. The principle of social validation

5. [Multiple choice]

We’re much more willing to follow the lead of someone who’s an expert.

Answers for Quiz [5].

• 1. The principle of liking
• 2. The principle of authority (correct)
• 3. The principle of consistency

6. [Multiple choice]

Three times as many pedestrians were willing to follow a man into traffic against the red light when he was dressed in a business suit and tie than he was casually- dressed.

Answers for Quiz [6].

• 1. scarcity
• 2. liking or friendship
• 3. authority (correct)

7. [Multiple choice]

Bill called the other evening about organising a street party to celebrate the election results. He’s such a kind chap, and he does so much.

(You could also term this the principle of liking or friendship – if you know and like Bill! As you know, this is not an exact science! Perhaps you think this comes from the university of the blindingly obvious? It can be fun, ‘though!)

Answers for Quiz [7].

• 1. Reciprocation / Reciprocity (correct)
• 2. Consensus
• 3. Authority

8. [Multiple choice]

If someone does us a favour we are significantly more likely to do them a favour in return.

Answers for Quiz [8].

• 1. Friendship or liking
• 2. Reciprocation / Reciprocity (correct)
• 3. Social validation

9. [Multiple choice]

Sorry, but places are limited, so don’t delay in booking your special holiday break!

Answers for Quiz [9].

• 1. The principle of liking
• 2. The principle of scarcity (correct)
• 3. The principle of authority

10. [Multiple choice]

A charity which enclosed a small gift when appealing for donations round that its success rate increased from 18% to 35% when it enclosed some personalized address labels.

Answers for Quiz [10].

• 1. The principle of authority
• 2. The principle of reciprocation or reciprocity (correct)
• 3. The principle of social validation

11. [Multiple choice]

A beef importer in the US told his customers (honestly) that information about an impending shortage of Australian beef came from his company’s exclusive contacts in the Australian National Weather Service. His orders increased by 600%!

Answers for Quiz [11].

• 1. The principle of reciprocation
• 2. The principle of consensus
• 3. The principle of authority (correct)

12. [Multiple choice]

A researcher went collecting for charity door-to-door carried a list of others in the area who had already contributed. The longer the list, the more contributions it produced.

Answers for Quiz [12].

• 1. The principle of consensus / also called social validation (correct)
• 2. The principle of scarcity
• 3. The principle of liking / also called friendship