Cialdini identified six key principles of persuasion: reciprocity, liking, authority, social proof, scarcity, and consistency.

Confirmation bias is the tendency to seek out and interpret information in a way that confirms our existing beliefs, while ignoring or downplaying information that contradicts them.

The availability heuristic is a cognitive bias that leads us to overestimate the likelihood of events that are easily recalled or that come to mind quickly.

The self-serving bias is a cognitive bias that leads us to attribute our successes to internal factors, such as our abilities or efforts, and our failures to external factors, such as bad luck or difficult circumstances.

The framing effect is a cognitive bias that leads us to make different decisions depending on how the options are presented to us. For example, we may be more likely to choose a treatment option that is presented in terms of survival rates rather than mortality rates.

The illusion of control is a cognitive bias that leads us to believe that we have more control over events than we actually do. This can lead us to take unnecessary risks or to blame ourselves for events that are beyond our control.

Social proof is a cognitive bias that leads us to conform to the behavior of others. For example, we may be more likely to try a new restaurant if we see a long line of people waiting to enter it.

The peak-end rule is a cognitive bias that leads us to remember events based on how they peaked (the most intense moment) and how they ended, rather than on their overall duration or average intensity.

Cognitive dissonance is a state of psychological discomfort that occurs when we hold two or more conflicting beliefs, values, or attitudes. For example, we may experience cognitive dissonance if we smoke cigarettes despite knowing the health risks.

The illusion of superiority is a cognitive bias that leads us to believe that we are better than average in various domains, such as intelligence, driving ability, or moral character.

Heuristics are mental shortcuts that we use to make judgments and decisions quickly and efficiently. For example, we may use the availability heuristic to estimate the likelihood of an event based on how easily we can recall instances of that event.

The optimism bias is a cognitive bias that leads us to believe that we are less likely to experience negative events than others. For example, we may believe that we are less likely to get sick or to lose our job.

The framing effect is a cognitive bias that leads us to make different decisions depending on how the options are presented to us. For example, we may be more likely to choose a treatment option that is presented in terms of survival rates rather than mortality rates.

The illusion of control is a cognitive bias that leads us to believe that we have more control over events than we actually do. This can lead us to take unnecessary risks or to blame ourselves for events that are beyond our control.

Social proof is a cognitive bias that leads us to conform to the behavior of others. For example, we may be more likely to try a new restaurant if we see a long line of people waiting to enter it.