#APMP2016

THE SCIENCE OF PERSUASION

#APMP2016 Why is it So?

#APMP2016 The objective of this presentation Explore the “science” behind the techniques we use to persuade and influence Understand not just what works, but why it works

#APMP2016 What we will cover today Historical ideas about persuasion The psychology of persuasion – What influences people and their decision- making? How language, layout, fonts and graphics influence

#APMP2016 Influence – What is it? “ The capacity to have an effect on the character, development, or behaviour of someone or something,” OR SIMPLY “To affect the behaviour of someone”

#APMP2016 Persuasion – What is it? Brembeck and Howell “The conscious attempt to modify thought and action by manipulating the motives of men toward predetermined ends” 1970s - “Communication intended to influence choice”

#APMP2016 Put simply – PERSUASION is a tool that can be used by anyone who seeks to INFLUENCE

#APMP2016 Persuasion BCE

#APMP2016 Ethos, Pathos and Logos

#APMP2016 Arthos, Porthos and Aramis

#APMP2016 Aristotle believed … The ability to persuade depended on: 1. A source’s credibility, or ethos 2. Use of emotional appeals, or pathos 3. Use of logical or rational appeals, or logos …. Sound familiar?

#APMP2016 A theory on how persuasion works Elaboration Likelihood Model - Persuasion takes one of two information processing routes.

#APMP2016 Which path? Depends on: Motivation - personal relevance, connection Processing ability – ability to process the message without excessive cognitive effort?

#APMP2016 Central info processing route – Conscious/direct focus on persuasive communication – Mentally elaborating on the issues – Actively seeking more information

#APMP2016 Peripheral info processing route – Information processed almost instantly, or just by the senses – prompted by simple cues - a word, a metaphor, a color or shape

#APMP2016 Consider … Will your entire audience scrutinise carefully or will some process our message more peripherally? Does our proposal contain the right mix of strong, detailed arguments, and simple cues?

#APMP2016 Why we don’t neglect the ‘peripheral path' Formal decision-making ignored because of: – Time constraints – Incomplete information Most decisions made using intuitive judgment

#APMP2016 So we need both... 1.Detailed solutions and methodology 2.Simple cues – Graphics – Phrases – Quotes

#APMP2016 Thinking and acting on auto-pilot Cialdini’s ‘Click, Whirr’ response

#APMP2016 Discounts and Sales

#APMP2016 “Can I use the copier first …..?”

#APMP2016 “Can I use the copier first ….. …… because blah blah blah” ‘Click, Whirr’

#APMP2016 Give your prospects a compelling reason to pick you

#APMP2016 Cialdini’s principles of influence Three most relevant to persuasive techniques: 1.Liking 2.Reciprocation 3.Social Proof

#APMP2016 Liking An experiment by Regan: People more likely to be persuaded if they liked the ‘persuader’

#APMP2016 Liking Liked incumbents win about 70% of the time? The main work of a trial attorney is to make a jury like his client. - CLARENCE DARROW (lawyer and civil libertarian)

#APMP2016 Reciprocation The sense of obligation to return a favour All human societies subscribe to the rule… and it is ALL pervasive

#APMP2016 Using the power of Reciprocation Highlight what you’ve done for prospects/clients and their community Not just about credibility but about obligation!! Obligation is a very powerful persuasive force

#APMP2016 Social Proof We are influenced by what others do, think and say Auto-pilot decision making Experiments with phobias

#APMP Reasons layout matters 1.Effort to read and comprehend 2.Willingness to read 3.Assumptions can lead to errors

#APMP2016 Do fonts really make a difference?

#APMP2016 Hard to read, hard to do? Readers assume: Difficulty of processing = difficulty of executing

#APMP2016 Persuasive fonts Total Number of Essays Written: Times New Roman styled essays : Average Grade: A- 18 Trebuchet MS styled essays : Average Grade: B 23 Georgia styled essays : Average Grade: A

#APMP2016 Persuasive fonts Blind test of 45,000 respondents Compared six typefaces People were more likely to ‘believe’ information when provided in ….

#APMP2016 Baskerville

#APMP2016 Photos – add realism

#APMP2016 Photos – add ‘truthiness’ “This famous person is alive” or “This famous person is dead.”

#APMP2016 Graphics – add truthiness

#APMP2016 Graphics promote “truthiness” Help generate thoughts relating to the claim Assignment of credibility

#APMP2016 Data visualisation works … sometimes

#APMP2016 BUT … Persuasiveness is somewhat dependent on initial attitude Charts reinforce but may not sway a strongly held view

#APMP2016 Persuasion works because of … The way we think Our ability and interest in processing information Cultural norms Our need for shortcuts (auto-pilot)

#APMP2016 “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero

#APMP2016