The Mind Of The Buyer: A Psychology Of Selling -

If you can get a buyer to agree to a small "micro-yes" (like signing up for a newsletter), they are significantly more likely to agree to a larger "yes" later to remain consistent with their self-image. 5. Identity-Based Purchasing

Eco-friendly product buyers are buying the identity of being "responsible." The Mind of the Buyer: A Psychology of Selling

High-end tech buyers are buying the identity of being "innovative." If you can get a buyer to agree

A buyer only moves when the pain of their current situation (the Status Quo) outweighs the cost and effort of changing. The Mind of the Buyer: A Psychology of Selling