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The Science of Persuasion

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by

Sara Anderson

on 3 October 2013

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Transcript of The Science of Persuasion

Harnessing The Science of Persuasion
Persuasion
Principles of Persuasion
Our uses of Persuasion
Examples of Persuasion
Advertisements for marketing
Business related
Interviewing for a job
1. The Principle of Liking
People like those who like them
Uncover real similarities
Offer genuine praise
Establish this bond early

2. The Principle of Reciprocity
People repay in kind
“You scratch my back and I’ll scratch yours”
Can elicit desired behaviors by displaying it first

3. The Principle of Social Proof
People follow the lead of similar others
Persuasion effective when from peers
How can business leverage this?
Testimonials
Advertisements

4. The Principle of Consistency
People align with clear commitments
Active
Public
Voluntary
Get it in writing
Example:
Handicapped petition

5. The Principle of Authority
What is Authority?
"Power to influence or command thought, opinion or behavior" (Webster)
How to use Authority
Appearance
Speak clear, stand tall
Show qualifications and know material
6. The Principle of Scarcity
People want more of what they can have less of
Power of loss language
Persuasive power of exclusivity
Always be genuine!

Introduction
What is Persuasion?
How to be Persuasive
Presentation Outline
Harnessing the Science of Persuasion
Robert Cialdini
Psychologist and Author
Influence: The Psychology of Persuasion.
New York Times bestseller
Practical Uses of Persuasion
Leader or member of a club
The principle of reciprocity
Gifts will increase the response rate to your endeavors.

Job Interview
The principle of liking
Establish similarities to interviewer and offer polite, genuine answers.

Trying to drop a bad habit
The principle of consistency
Make your commitment to dropping the bad habit public and voluntary to increase your chances of living up to it.

Composing Persuasive Messages
People are persuaded by perceptions of
Trustworthiness
Emotional and logical resonance
Persuasive appeals in media
Model in advertisements
Emotional stories

Persuasion and PAIBOC
Use PAIBOC questions to help you examine the points your messages should include:
-Purpose
-Audience
-Information
-Benefits
-Objections
-Context

Article Recommendations and Feedback
Clear and Concise
Attainable for all people
Well structured

More practical examples
Focus more on all levels of business
Test Your Knowledge
Conclusion
Article presents science of persuasion well
Principles are applicable to our lives
Persuasion is an important tool
Discuss Cialdini's 6 Principles
Article Feedback
Persuasion in our society
Welcome!
Examples:
UNC researchers- praise
Tupperware parties
Andy Lansing
Sarah Sherk, Nicole Ranieri, Sara Anderson, Jessica Corbett, Matt Staffieri, Luke Whitty, Rachel Dell'Erede
Full transcript