ABSTRACT
This chapter explores the engine behind every influence campaign in international conflict: social influence tactics. These tactics are used as a device or procedure that makes use of our nature as human beings to change beliefs and behaviors. Specific tactics covered include the norm of reciprocity, fear appeals, foot-in-the-door, jigsawing, projection, among others. Finally, the chapter cites the authoritarian comparative advantage in influence tactics and explores the ethical and legal issues involved in democratic use of social influence tactics with a call for basing tactics on a commitment to democratic values and principles of human dignity.
