1. UHN – ROTMAN LEADERSHIP DEVELOPMENT PROGRAM 2011 – 2012
Political Intelligence: The Psychology of Persuasion
BRIAN R. GOLDEN, PhD

2. Persuasion Liking Reciprocity People like those who are like them
Uncover real similarities and offer genuine praise
Reciprocity
People repay in kind
Give what you want to receive

3. Persuasion Social Proof Consistency
People follow the lead of similar respected others
Use peer power whenever it is available
Consistency
People align with their clear commitments
Make their commitments active, public, and voluntary

4. Persuasion Authority Scarcity People defer to experts
Expose your expertise. Do not assume it is evident
Scarcity
People want more of what they can have less of
Highlight unique benefits and exclusive information

5. Influence Tactics in Decision Groups
Listen to others
Don’t consider today’s opposition the enemy
No direct opposition in minority position
Foot in the door
e.g., “Is it possible that……”

6. Influence Tactics in Decision Groups
Move slowly with small wins
Move from “anti” to “doubt” to “pro”
e.g., from guilty, to possibly not guilty, to innocent
Attack the case one piece at a time
e.g., knife, hearing, eyesight

7. Influence Tactics in Decision Groups
Reframing Purpose
e.g., convict someone or determine the truth
Setting the criteria by which decisions are made
Distinguish between fact and judgment
Invoking norms of rationality
Invoking norms of morality

8. Influence Tactics in Decision Groups
Identify who is an easy win and address them first
build coalition partners one at a time
Shore up gains & show momentum is on your side
e.g., vote
Obtain public commitment to cement a position
e.g., asking juror to defend position

9. Influence Tactics in Decision Groups
Get others involved in process
e.g., “How many seconds do you think it would take for the train to go by?”
Get group members to “identify” with the boy
e.g., “What movie did you see last week? Who starred in it?”
Let others use their own words against them
e.g., “This isn’t an exact science”

10. Influence Tactics in Decision Groups
Give others an “out” without losing face
You may cement another’s opposition by attacking aggressively
Appeal to various needs of group members
e.g., Architect accepts cough drop from bank teller
Give group members credit for their ability to contribute
e.g., “You grew up in a tough neighborhood. Is this how you’d hold a knife?”