Persuasion, Persuasion, Persuasion


 

 

The current issue of Harvard Business Review (July/August, 2013) is devoted to �Influence: How to get it, How to use it.� One of the best articles is an interview with persuasion expert, psychologist Robert Cialdini who offers six principles of persuasion (as he has in his other excellent works, Influence: Science and Practice and Yes! 50 Scientifically Proven Ways to be Persuasive, with Noah Goldstein and Steve Martin):

1.      Liking. You�ll be more persuasive if people like you.

2.      Reciprocity: If you help others, they will help you.

3.      Social Proof: If you tell people that others are doing what you want them to do, they�ll be more apt to do it as well.

4.      Commitment and consistency: If you get people to make a commitment, they will try to follow through.

5.      Authority: People are persuaded by experts even though they may deny it.

6.      Scarcity: People place a high value on items that are scarce.

Other useful articles emphasize the importance of communicating warmth if you want to influence others and the ways in which experts gain influence.

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