Once you take the first step, the next one becomes easier. Humans have an ingrained desire to act consistently with past actions. When we make a decision, we convince ourselves it was the right choice. This is the essence of commitment and consistency.

These principles create personal or social pre...

When faced with uncertainty about how to think or act in a given situation, people often look to others for cues. This phenomenon, commonly known as imitation, stems from the principle of social proof, one of the most powerful tools of influence.

Social proof works by showing what others are doi...