Goal: Influence target(s) to take actions that they else would not
Key Principiples to sucess:
Authority - Give the impression that you have authority, most people obey to someone that seems in charge or knowledgable, regardless if they are or not.
Intimidation - Scare or threaten the target so they feel threatened and they take the action that the attacker wants them to do.
Consensus - (aka Social Proof) people tend to do what other (many people already did), “everyone in here did this except for you”
Scarcity - Make something look more desirable to the target
Familiarity - Making the target like the attacker or the organization that the attacker claims to represent
Trust - Similar to familiarity, here the attacker builds a connection with their target to them make them do things.
Urgence - Sense or urgency to take the chance away for the target to evaluate the situation
Often a combination of principles are used.
Understand the target, how humans react, how stress reactions can be leveraged to meet a goal.