uxplanet.org has a tidy summary of 7 principles which can be applied to digital service design to influence people’s behavoir.
In line with Don’t make me think thinking, the principles are often based on psycological default actions or assumptions.
For example. limiting how much of something you can buy can create almost twice the sales of the item. People don’t want to miss out.
The suggestion that something is in scarce supply makes us want it more.