Friendship/Liking: More likely to comply with those we like
Commitment/Consistency: Once we commit ourselves to something, we are more likely to behave in a way that’s consistent with it
Scarcity: We value scarce or rare things
Reciprocity: more likely to comply with someone who has done a favor for us
Social validation: likely to comply with things that we think others like us are doing
Authority: more likely to comply with someone who holds legitimate authority