...2011 Assignment 2 Persuasion, Science of influence Kunal Nagar,W0782056 MSIS ,Santa Clara university , 3/10/2011 Influence: The Psychology of Persuasion Persuasion is a form of social influence. It is the process of guiding oneself or another toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means.1Persuasion is often referred to as an art and influencing others isn’ luck or magic –its science. t Persuasion and Influence is big part of any consumer behavior, this goes in line with self-actualization theory and projected self or a corporation. There are proven ways to help make you more successful as a marketer and an office politician. In a world where every e-mail, every request and every event we plan competes against other compelling demands, the skill of persuasion is essential ,The ability to persuade others is critical to success, whether you are selling cars or a new corporate strategy. Psychology and marketing Professor Robert Cialdini has examined the component parts of influence, in the lab and on the street. He has learned that persuasion is a science as well as an art. So why do you want to know it? To communicate with your customers so that they become your raving fans ,they like you ,they like to read your message ,they give positive response ,cialdini ‘ techniques are used to increase sales ,to have s more responsiveness for customers, in case you want to research for requirement ,to make customers...
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...public information and persuasion programs of World War II. Since that time, numerous social scientists have investigated the ways in which one individual can influence another’s attitudes and actions. As analyzed in the video, there are six factors or shortcuts that influence us to say YES to the request of others. These six basic tendencies of human behavior come into play in generating a positive response. Understanding and employing them in an ethical manner, can significantly improve our chances that someone will be persuaded by our request. These factors are: • Reciprocation: People are driven to repay debts. If for example your new colleague pays you lunch for the first time, you’ll probably fell you own him a favor. Therefore; you are more likely to say YES to his requests. With that said, if you want to succeed in this case, give something away to create a feeling of indebtedness. Then ask for what you want. • Scarcity: Occurs when items and opportunities become more desirable to us as they become less available. When persuading others using the Scarcity principle, is necessary to point out what is unique about your proposition, its benefits, and what they stand to lose if in case of rejection. • Authority: This principle states the idea that people will follow the lead of credible knowledge of experts. The mere symbols of authority (titles, clothing, and trappings) are often enough to gain instant compliance. However, for added persuasion, establish genuine credibility...
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...The Six Principles of Persuasion Rita Ogbeama University of the People Introduction To persuade someone is to get them to do something or believe in something, that they previously did not believe. Our textbook outlined the following principles concerning persuasion: reciprocity, scarcity, authority, commitment and consistency, consensus and liking (McLean, 2011). Reciprocity acknowledges that every good turn deserves another. It is the mutual understanding between persons that if something is given something is expected in return. For example, aids are provided to other counties in the event of a natural disaster or devastation of some kind because of this perceived mutual relationship. Usually under such circumstances,...
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...Dr. Robert Cialdini and 6 principles of persuasion By Tom Polanski, EVP, eBrand Media and eBrand Interactive I have long been a big fan of Dr. Cialdini. I originally became familiar with his work years ago through, “Influence: The Psychology of Persuasion”. It’s a must read. It gave me useful tools to use for marketing to others and taught me how to resist the marketing efforts of others. Here is a reprint from a leading publication regarding his work and a new book he’s coauthored. It’s the cliff notes version of his original book which I referenced in the preceding paragraph. SUMMARY: Influencing others isn’t luck or magic – its science. There are proven ways to help make you more successful as a marketer and an office politician. We talked to a renowned expert on the science of influence and pulled excerpts from two of his books to demonstrate ways to make people say “yes” to your messaging and management. Includes links to scientific studies and takeaways to use at work or at home. Robert Cialdini, Regents’ Professor of Psychology and Marketing, Arizona State University, has spent 30 years studying the ways people are influenced. He’s whittled his findings down to six key principles, found in the fifth edition of ‘Influence: Science and Practice’. We interviewed Cialdini and also read through ‘Yes! 50 Scientifically Proven Ways to Be More Persuasive’, a book he co-authored with Noah Goldstein, a professor at the University of Chicago School of Business, and Steven Martin,...
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...Harnessing the Science of Persuasion by Robert B. Cialdini Reprint r0109d October 2001 HBR Case Study Off with His Head? David Champion r0109a HBR at Large The Leadership Lessons of Mount Everest Michael Useem r0109b Different Voice Genius at Work: A Conversation with Mark Morris Harnessing the Science of Persuasion Robert B. Cialdini r0109c r0109d Torment Your Customers (They’ll Love It) Stephen Brown r0109e r0109f r0109g r0109h Radical Change, the Quiet Way Debra E. Meyerson Your Next IT Strategy John Hagel III and John Seely Brown HBR Interview Bernard Arnault of LVMH: The Perfect Paradox of Star Brands Suzy Wetlaufer Best Practice Speeding Up Team Learning Amy Edmondson, Richard Bohmer, and Gary Pisano r0109j Tool Kit Boost Your Marketing ROI with Experimental Design Eric Almquist and Gordon Wyner r0109k Harnessing the Science of Persuasion A by Robert B. Cialdini lucky few have it; most of us do not. A handful of gifted “naturals” simply know how to capture an audience, sway the undecided, and convert the opposition. Watching these masters of persuasion work their magic is at once impressive and frustrating. What’s impressive is not just the easy way they use charisma and eloquence to convince others to do as they ask. It’s also how eager those others are to do what’s requested of them, as if the persuasion itself were a favor they couldn’t wait to repay. The frustrating part of the experience is that...
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...Persuasion in Advertising Everyday people are subjected to numerous advertisements, all of which are trying to appeal to buyers. There are various tactics used in these advertisements to “win” over the consumer, and convince him/her to make the decision to purchase the product. The six universal principles in advertising are: (1) authority, meaning authority figures hold an influence factor; (2) likeability, meaning that people are influenced by their opinion on you; (3) commitment and consistency, which provides trust; (4) reciprocity, the sense that someone will give to you, if you give first; (5) social proof, if the product is socially accepted or not; and (6) scarcity, creating a demand with a statement similar to “limited supply…” of the product (Cialdini). After reviewing these key principles, we are able to associate them with advertisements we encounter every day, for example, an online insurance company, Esurance, has a commercial that utilizes each of the six principles. This advertisement reflects authority by utilizing a well-known brand name, Allstate. “An established brand name is so valuable that only about 5 percent of the sixteen thousand or so new products introduced in America bear all-new brand names (Bryson 432).” Allstate is a very well-known and established company. By reinforcing that Esurance is “now backed by Allstate”, provides a sense of authority, along with trustworthiness. Trusting a company comes along with liking the company as well. The...
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...traditional taxi cabs. There are many ridesharing companies out there but there are only two that stand out. Lyft and Uber are the largest ridesharing companies in U.S. Although both companies are fairly large, Uber is more widely known and has a very strong and dominant competitive position over Lyft. There are many ways in which Lyft can incorporate the six principles of persuasion in order to improve their competitive position. Reciprocation The first principle is Reciprocation. This principle states that people feel indebted to those who do something for them or give a gift. Lyft is already applying this principle by giving new customers a $50 credit on their first ride, but they can further implement this principle. Lyft can give existing customers an incentive to continue using their services. There can be a program created that is similar to the ones airliners use reward customers based on loyalty and miles traveled. Customers can earn points by miles that they accumulate using a Lyft and earn a free set dollar amount credit towards their account after reaching a set amount of miles accumulated. Social Proof The second principle is Social Proof, which is when people are uncertain about a course of action. They tend to look around them to guide their decisions and actions. Lyft currently has a rate system in which customers rate their experience they had with a driver. Although...
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...About the Six Principles The Six Principles of Influence (also known as the Six Weapons of Influence) were created by Robert Cialdini, Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. He published them in his respected 1984 book "Influence: The Psychology of Persuasion." Cialdini identified the six principles through experimental studies, and by immersing himself in the world of what he called "compliance professionals" – salespeople, fund raisers, recruiters, advertisers, marketers, and so on. (These are people skilled in the art of convincing and influencing others.) The six principles are as follows: 1. Reciprocity As humans, we generally aim to return favors, pay back debts, and treat others as they treat us. According to the idea of reciprocity, this can lead us to feel obliged to offer concessions or discounts to others if they have offered them to us. This is because we're uncomfortable with feeling indebted to them. For example, if a colleague helps you when you're busy with a project, you might feel obliged to support her ideas for improving team processes. You might decide to buy more from a supplier if they have offered you an aggressive discount. Or, you might give money to a charity fundraiser who has given you a flower in the street. 2. Commitment (and Consistency) Cialdini says that we have a deep desire to be consistent. For this reason, once we've committed to something, we're then more inclined to go through with it...
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...in the US Congress led the company leaders to believe that these units would become mandatory soon so they wanted to get ahead of regulations. The units will be mandatory January 2017, but our company is proud of the fact that most of the trucks running for our company already have the units. This was accomplished by persuasion and the principles outlined in this unit mimic the way we, as terminal managers,...
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...Seminar in Leadership – Andre Jaundoo Reading Assignment #6 – Persuasion and Influence By Andre Jaundoo 1. Summarize the advice given by Chris Anderson. (1 point) a. In summary the advice that Chris Anderson provides on how to give a Killer presentation. Is broken up into several categories. The first is being able to “Frame your Story”. Within any preparation is it vital to conceptualize and frame what the presenter wants to say. More importantly being able to take the audience on a journey where they feel engaged. And be able to share real life stories with value that the audience can relate to. Point number two was to “Plan your delivery”; which is broken into three main approaches to include reading it off a scripts or a teleprompter, develop a set of bullets to speak from, or to be really good. You can always memorize your presentation verbatim. Chris emphasized that it would behoove a person not to read the presentation or even read off a teleprompter. Or else you will lose the audience. Nevertheless, memorizing the talk will ultimately be your best option. However, as mentioned it to can prove quite the challenge in memorizing your talk, just for the fact that at times most people go “Through That Valley of Awkwardness”, where they have yet to memorize there talk to a tee, and at times the audience are able to recognize when the lecture presented now all of a sudden comes across as recited. Bottomline it will behoove you if given the right amount of...
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...CONNECT THEN LEAD In puzzling over whether it's better to be feared or loved as a leader, Machiavelli famously said that, because it's not impossible to do both, leaders should opt for fear. Research from Harvard Business School's Amy Cuddy and consultants Matthew Kohut and John Neffinger refute that theory, arguing that leaders would do much better to begin with "love"—that is, to establish trust through warmth and understanding. Most leaders today approach their jobs by emphasizing competence, strength, and credentials. But without first building a foundation of trust, they run the risk of eliciting fear, resentment, or envy. Beginning with warmth allows trust to develop, facilitating both the exchange and the acceptance of ideas—people really hear your message and become open to it. Cultivating warmth and trust also boosts the quantity and quality of novel ideas that are produced. The best way to gain influence is to combine warmth and strength—as difficult as Machiavelli says that may be to do. In this article, the authors look at research from behavioural economics, social psychology, and other disciplines and offer practical tactics for leaders hoping to project a healthy amount of both qualities. Machiavelli says that when we judge others especially our leaders we look at two characteristics: how lovable they are? and how fearsome they are? These traits are so important because they are said to answer two critical questions “What are this person’s intentions toward me...
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...to master and refine their interpersonal abilities in order to thrive, motivate others, and build solid working relationships. These abilities are sometimes intrinsic and often directly coincide with the leaders personality and character. Although it is difficult to change a person’s personality and character, this section will explain how a person can maximize their interpersonal skillset to achieve success as a leader. High impact interpersonal skills such as, persuasion, cross-cultural communication and non-verbal communication will be addressed in this section of the handbook. The lack of interpersonal skills is the number one reason that executives in new positions don’t meet performance expectations, according to research from the Institute for Executive Development. “Underperformance is about the lack of interpersonal and leadership skills, such as the ability to build relationships, collaborate, and influence,” states the report. Persuasion * Credibility is an important aspect of persuasion through interpersonal communication. Being knowledgeable and intelligent in the subject matter being delivered will make you be perceived as credible and will contribute vastly to your ability to effectively lead. * Gear your message to the listeners’ interest and motivations. The average intelligence level of the group is a key contingency factor in designing a persuasive message. People with high intelligence tend to be more influenced by messages based...
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...Sarah Bennett, the marketing chief of the movie division of Rising Entertainment, will give a presentation to the company’s CEO this Friday to report the promotions, advertising, and branding plan of the upcoming new film "Fire Force Five". Josh Lewis, the 23-year-old marketing associate had ever talked to Sarah and raised some new and modern ideas, but didn’t draw her attention. So he came to CEO Sam directly and showed his ideas. Sam felt quite good and asked him to offer a full report at the meeting. Sarah was amazed to hear about this message from Sam and immediately asked Josh to her office. Then how can Sarah and Josh work together more effectively? In my opinion, both Sarah and Josh should improve their communication skills such as persuasion and active listening skills and do more communications to let both sides understand each other's thoughts. Current Problem: Sarah and Josh work together inefficiently Due to the generational differences between Sarah and Josh, they hadn’t established a trust relationship during their daily work. The miscommunication made things much worse. Both of them can’t clearly express what they expect from one another. Those made each of them work in his own way and led the current problem - inefficient work. In general, Josh had following problems in this affair: 1. He didn’t respect his boss - Sarah’s authority. He chose the wrong action: report to CEO directly and bypass Sarah. 2. He didn’t fulfill his duty very well and accomplish the assignment...
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...bring about desired attitudinal or behavioral change • People differ widely in their ability to use influence effectively • Persuasion is as much a science as a native ability • Everyone can improve persuasive skills 8-3 Two Routes to Influence • Central route – Occurs consciously and involves integrating the message into the individual’s previously existing cognitive structures (thoughts, frameworks, etc.). • Peripheral route – Characterized by subtle cues and context, with less cognitive processing of the message and is thought to occur automatically. 8-4 8-5 The Central Route to Influence: The Message and Its Delivery There are three major issues to consider when constructing a message: • The content of the message – Facts and topics that should be covered • The structure of the message – Arrangement and organization of the topics and facts • The delivery style – How the message should be presented 8-6 The Central Route to Influence: The Message and Its Delivery • Message Content – Make the offer attractive to the other party – Frame the message so the other party will say “yes” – Make the message normative – by following a course of action he will be acting in accordance with both his values and some higher code of conduct (e.g. “buy American”, “save a tree”) – Suggest an “agreement in principle” 8-7 The Central Route to Influence: The Message and Its Delivery • Message Structure – One-sided messages: ignore...
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...Chapter 7 Attitude & Persuasion * The power of attitude: * Attitude: a lasting, general evaluation of people, objects, advertisements, or issues. * Attitude object (AO): anything toward which one has an attitude. * Functional theory of attitude: * Utilitarian Function: Relates to rewards & punishment. * Value-expressive function: Expresses consumer’s values or self-concept. * Ego-defensive function: Protect ourselves from external threats or internal feelings. * Knowledge function: Need for order, structure or meaning. * ABC model of attitude: * An attitude has three components: •Affect: the way a consumer feels about an attitude object. •Behavior: person’s intentions to do something with regard to an attitude object. •Cognition: beliefs a consumer has about an attitude object. * The standard learning hierarchy: Assumes that a person approaches a product decision as a problem-solving process. * The low-involvement hierarchy: Assumes the consumer initially does not have strong preferences for one brand over another and instead forms an evaluation only after she has bought the product. * The experiential hierarchy: We act on our emotional reactions. * Attitude toward advertisement: * We form attitudes toward objects other than the product that can influence our product selections. * We often form product attitudes from its ads. * Ad: attitude toward advertiser + evaluations of ad execution...
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