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

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

3. 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

4. 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

5. 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

6. 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

7. 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.

8. 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)

9. 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.

10. 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

11. 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

12. 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

13. 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