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Compliance is the tendency to agree to do what is requested especially if there are certain factors present: a feeling that there is give and take, believability, likeability, limited supply and positive feedback from others. Robert Cialdini studied how successful marketing results in consumer Compliance. For example, soft drink labels have long used celebrities to increase Compliance. The ordinary consumer would buy the drink because they liked the celebrity, assumed that the celebrity approved of the product, and believed what he had to say about it.