The Power of Persuasion

Andrew Gross - 4.14.2005

I am currently taking a class called Social Psychology, and for one of the lectures, we watched a video called The Power of Persuasion by Robert Cialdini.   His lecture focused on a particular kind of persuasion called compliance, which doesn't require the target to agree with you--just simply perform the desired behavior.  The more extreme version of this is acceptance, when the target does inwardly agree.  Compliance is known to breed acceptance.  Cialdini is interested in the practice of influence -the science of getting what you ask for, and how to make a good case optimally.  And to do this, he believes that there are six universal laws that can be used to help persuade someone.  I thought I would share them with you so the next time you argue with your TA for a higher grade, you have some ammo to work with.

1.  Reciprocation

I am obligated to give back to you the same thing you gave to me.

This works because in every society, within a group, whoever needs help can call on the other members of the group because they are not sending them away for free, instead they get a credit.  In effect, they are waiting to help you.  There are exchanges in all relationships, partnerships and alliances. 

If you act first, it sets the relationship.  Say something to yourself like, "whom can I help here?"  However, you have to be willing to accept something in return.  And the best way to do this is after you help someone and they say thank you, there is a moment of power.  In that moment, Cialdini says the best thing to say is "I know you'd do the same thing for me."  This enforces the reciprocation rule, and sets up a credit from the other person in the future.

Cialdini also talks about the Reciprocation of Concessions.  If you want to get someone to agree to something, start with something big first, and if they say no to your very large request, come back with something smaller right after they say no.  There is a moment of power after they say no.  If you retreat to a smaller request in a situation like this, you win.  However if after they say no you retreat out of the system completely, you lose.

2.  Scarcity

People want what they cannot have.

It is not always the merit of the thing, but the context in which it is placed.  Ask yourself what you can give that they can't get anywhere else. 

• people are more motivated by losing something than by gaining something. 
• We are more interested in what we stand to lose.  Are there any unique benefits they will be missing if they don't go in your direction?  These benefits don't only apply to commodities but to information as well: the exclusivity of information (do we have info that no one else can provide?) With a new piece of information, the newer it is the more powerful it is.

3.  Authority  

If an expert says it, it must be true.

Knowledge and trustworthiness are two important factors to persuading someone.  To show your trustworthiness, before your strongest argument, give a weakness that will be overwhelmed by your strong arguments.  This gives the context of credibility.

4.  Consistency

We are more likely to say yes with something we have already done or said publicly.

This provides a sense of commitment.  A public commitment is needed, and in writing is best. 

5.  Consensus

People are more likely to do something if they believe that other people are doing it too. 

This can be something as small as changing a line from "operators are waiting, please call now" to "if operators are busy, please call again."  With the second statement, more people are likely to call because they think other people are calling as well.

6.  Principle of Liking

We are more likely to say yes to someone who we like.

People like people who share similarities with them, who compliment them and who engage in cooperative efforts.

Well that's all folks, I didn't mind sharing this exclusive information with you, I know you'd do the same for me.