The Psychology of Persuasion

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THE SIX PRINCIPLES OF PERSUASION: The six scientifically validated principles of persuasion, provide for small, practical and often cost less changes that can lead to big differences in our ability to influence and persuade others in an entirely ethical way. These six principles were given by Robert Cialdini who published the book “Influence: The Psychology of Persuasion”. Cialdini has identified these core principles that affect the decision making short cuts, particularly in relation to purchasing and consumption decisions. They are Reciprocity, Scarcity, Authority, Consistency, Liking, Consensus (or social proof).

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Chapter 14 Presentations to Persuade We are more easily persuaded, in general, by the reasons that we ourselves discovers than by those which are given to us by others. Pascal For every sale you miss because you’re too enthusiastic, you will miss a hundred because you’re not enthusiastic enough. Zig Ziglar Getting Started No doubt there has been a time when you wanted something from your parents, your supervisor, or your friends, and you thought about how you were going to present your request. But do you think about how often people—including people you have never met and never will meet—want something from you? When you watch television, advertisements reach out for your attention, whether you watch them or not. When you use the Internet, pop-up advertisements often appear. Living in the United States, and many parts of the world, means that you have been surrounded, even inundated, by persuasive messages. Mass media in general and television in particular make a significant impact you will certainly recognize. Consider these facts: · The average person sees between four hundred and six hundred ads per day—that is forty million to fifty million by the time he or she is sixty years old. One of every eleven commercials has a direct message about beauty.[1] · By age eighteen, the average American teenager will have spent more time watching television—25,000 hours—than learning in a classroom.[2] · An analysis of music videos found that nearly one-fourth of all MTV videos portray overt violence, with attractive role models being aggressors in more than 80 percent of the violent videos.[3] · Forty percent of nine- and ten-year-old girls have tried to lose weight, according to an ongoing study funded by the National Heart, Lung and Blood Institute. [4] · A 1996 study found that the amount of time an adolescent watches soaps, movies, and music videos is associated with their degree of body dissatisfaction and desire to be thin. [5] · Identification with television stars (for girls and boys), models (girls), or athletes (boys) positively correlated with body dissatisfaction. [6] · At age thirteen, 53 percent of American girls are “unhappy with their bodies.” This grows to 78 percent by the time they reach seventeen. [7] · By age eighteen, the average American teenager will witness on television 200,000 acts of violence, including 40,000 murders. [8] Mass communication contains persuasive messages, often called propaganda, in narrative form, in stories and even in presidential speeches. When President Bush made his case for invading Iraq, his speeches incorporated many of the techniques we’ll cover in this chapter. Your local city council often involves dialogue, and persuasive speeches, to determine zoning issues, resource allocation, and even spending priorities. You yourself have learned many of the techniques by trial and error and through imitation. If you ever wanted the keys to your parents’ car for a special occasion, you used the princip ...

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