By reciprocation, Cialdini proposes that people tend to feel indebted to anything that they receive like information, gift, samples etc and in turn reciprocate with something in return. Secondly, social proof refers to people referring to others or other things to comply with a specific act or activity. Third principle of commitment and consistency refers to people’s enhanced willingness to comply with an act after having committed to it in verbal or written form. People prefer to be consistent with their attitudes, values and actions. Liking refers to people’s preference to accept something that they already know or like based on physical appearance, similar to themselves, or compliments they receive. Authority refers to people’s affiliation towards respecting individuals in authority or power or at least show authority. Last principle of scarcity refers to scarcity of the item or service; people are drawn more towards items or services that are scarce. Identify and briefly describe French and Raven's Five Bases of Power, describe the term empowerment, and explain how to make it succeed. French and Raven’s five bases of power are reward power, which complies with rewarding others with money, benefits, appreciation, recognition, career etc.