14.2 Principles of Persuasion

Persuasion is an act or process of presenting arguments to move, motivate, or change your audience. Persuasion can be implicit or explicit and can have both positive and negative effects. In this chapter the importance of ethics will continued to be reviewed, especially related to presenting motivational arguments to your audience so that they will consider your points, adopt your view, or change their behavior.

Motivation is different from persuasion in that it involves the force, stimulus, or influence to bring about change. Persuasion is the process, and motivation is the compelling stimulus that encourages your audience to change their beliefs or behaviour, to adopt your position, or to consider your arguments.

14.2.1: Principles of Persuasion

What is the best way to succeed in persuading your listeners? There is no one “correct” answer, but many experts have studied persuasion and observed what works and what doesn’t. Social psychologist Robert Cialdini (2006) offers some principles of persuasion that are powerful and effective:

1. Reciprocity

2. Scarcity

3. Authority

4. Consensus

5. Liking

14.2.1.1:Reciprocity

Reciprocity is the mutual expectation for exchange of value or service. In many cultures, when one person gives something, the receiver is expected to reciprocate. If you are in customer service and go out of your way to meet the customer’s need, you are appealing to the principle of reciprocity with the knowledge that all people perceive the need to reciprocate—in this case, by increasing the likelihood of making a purchase from you because you were especially helpful. Reciprocity builds trust and the relationship develops, reinforcing everything from personal to brand loyalty. By taking the lead and giving, you build in a moment where people will feel compelled from social norms and customs to give back.

14.2.1.2: Scarcity

People are often attracted to the exclusive, the rare, the unusual, and the unique. If they are convinced that they need to act now or it will disappear, they are motivated to action. Scarcity is the perception of inadequate supply or a limited resource. For a speaker trying to persuade, scarcity may be a key “selling” point—the particular car or theatre tickets you are considering may be sold to someone else if you delay making a decision. By reminding an audience not only of what they stand to gain but also of what they stand to lose, a speaker increases the chances that the listener will make the shift from contemplation to action.

14.2.1.3: Authority

Trust is central to the purchase decision.  A speaker’s arguments may be part of the process, but an endorsement by an authority holds credibility that no one with a vested interest can ever attain. Knowledge of a product, field, trends in the field, and/or research can make a speaker more effective by the appeal to the principle of authority. It may seem like extra work to educate your audience, but you need to reveal your expertise to gain credibility. The principle of authority involves referencing experts and expertise.

14.2.1.4: Consensus

Testimonials, or first person reports on experience with a product or service, can be highly persuasive. People often look to each other when making a decision, and the herd mentality is a powerful force. Consider using testimonials from clients, colleagues and community members in your presentation. The principle of consensus involves the tendency of the individual to follow the lead of the group or peers.

14.2.1.5:Liking

We tend to be attracted to people who communicate to us that they like us, and who make us feel good about ourselves. Given a choice, these are the people with whom we are likely to associate. The principle of liking involves the perception of safety and belonging in communication.

To summarize, a persuasive message can succeed through the principles of reciprocity, scarcity, authority, consensus, and liking.

Watch the following 12 minute video from the RSA animated series: The Science of Persuasion

(Influenceatwork, 2012)