Daniel Duric, Iaroslava Pozniak,Christopher Tombrink Persuasion The six fundamental principles Daniel Duric, Iaroslava Pozniak,Christopher Tombrink

Intoduction Studies show that persuasion is governed by basic principles that can be thought, learned and applied. There are six fundamental principles

The Principle of Liking People like those who like them Application: Uncover real similarities and offer genuine praise Two factors increase liking: Similarity and Praise

The Principle of Liking Similarity: It is important to establish the bond early because it creates a presumption of good will and trustworthiness Mangers use similarities to create bonds Praise: it both charms and disarms positive remarks about another person’s traits, attitude or performance generate likely in return

The Principle of Reciprocity People repay in Kind Application: Give what you want to receive we are human so subjected to the universal tendency of treat people the way they treat us Managers can elicit the desired behavior from coworkers and employees by displaying it first

The Principle of Reciprocity whether it is a sense of trust, a spirit of cooperation or a pleasant demeanor, leaders should model the behavior they want to see from others gift giving it is also an application of reciprocity Examples: Purchasing managers and loyal employee

The principle of Social Proof People follow the Lead of Similar Others Application: Using Peer power whenever available. Studies show that, the more people choose something, the bigger the amount of people that follow. Studies shown it had to be someone they knew or someone similar to them.

The principle of Social Proof Examples Researchers solicited donations. The longer the list, the more likely were to donate. (Familiars) Study made in New York to recover wallets. The more Nyers did it, more would follow. (Familiars)

The principle of Consistency Align with their Clear Commitments The application: Make Their Commitments Active, Public and Voluntary This is similar to the first concept, but accordance to committing. The more public something is made about a promise or deadline, the more likely they are to comply.

The Principle of Consistency Israel, people asked to sign petition for establishing recreation centre for handicapped. Request small/good, almost all asked, signed Two weeks later, National Collection Day for Handicapped. All residents given petition, half who weren’t ask signed, but from signed, 92 percent made contribution

The Principle of Authority people defer to expertise “Believe an expert” - description of what people actually do Relying on experts Establishing own expertise before exert the influence Making visible expertise

The Principle of Scarcity people want more of what they can have less of Items and opportunities seen to be more valuable as they become less available power of “loss language” Harnessing the persuasive power of exclusivity Rule of reciprocity

Harmony among all principles all principles should be applied in combination compound their impact the rules of ethics apply to the science of social influence just as they do to any other technology