1. The Radian's
Group members:
• Hamza saeed 11123023
• Sunbal Iqbal 11123029
• Nuaman Raza 11123018
• Usman Ikram 1123020
• Kiran Munawar 11123009
• Arhem Butt 11123038

2. HARNESSING THE SCIENCE OF
PERSUASION
By:
Robert b. Cialdini

3. Introduction
• Persuasion:
Process aimed at changing a person`s or group
attitude towards some event, idea, object by
using written or spoken words.

4. Principles of Persuasion
Liking Reciprocity Social Proof Consistency Authority Scarcity

5. LIKING
People like those , who like them.
Example:
At Tupperware parties, guests' fondness for
their host influences purchase decisions twice as
much as regard for the products.

6. Continued…
Application:
People prefer to say ‘yes’ to those they know
and like.
Uncover real similarities and offer genuine
praise the people at work place.

7. Reciprocity
People repay in kind.
Example:
Lend a staff member to a colleague who needs
help; you'll get his help later.

8. CONTINUED
• Application:
Being a business entity, give information , give
free samples etc., to people and they will want
to give you something , a purchase definitely

9. Social proof
People follow the lead of similar others.
Example:
You will likely to donate more charity , if you
learn that others has also donated the cause.

10. Continued…
Application:
Use peer power whenever it`s available. e.g. ask
an esteemed "old timer" to support your new
initiative if other veterans resist.

11. Consistency
People align with their clear commitments.
Example:
If you make a promise , you will feel bad if you
do not keep it.

12. Continued…
Application:
Make others' commitments active, public, and
voluntary.
If you sign a contract then being consistent you
will demonstrate all the work to fulfill the
requirement of that contract.

13. Authority
People defer to experts
Example:
If you`re going to buy a new apartment , you will
consult with property advisor for an expert
opinion.

14. Continued..
Application:
Don't assume your expertise is self-evident.
At work-place, establish your
expertise before doing business with new
colleagues or partners.

15. Scarcity
People want more of what they can have less of
Example:
Wholesale beef buyers' orders
jumped 600% when they alone received
information on a possible beef shortage.

16. Continued…
Use exclusive information to persuade
Being a sales representative, highlight unique
and exclusive information about products, and
in result customers will respond it positively.

17. Putting it altogether..
By practicing all these principle we can have the
ability of persuasion that will benefit us in our
practical as well as in personal life.