Attractiveness
People are attracted to and follow others who are kindred spirits.
Reciprocity
People feel obligated to return a good deed.
Public Commitment
People are motivated to act on the basis of their public commitments.
Colleagueship
People listen to and follow the lead of respected colleagues.
Optimism
Optimism enhances success.
Fairness
People believe they are entitled to fairness.
Expertise
People defer to those with proven expertise.