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Dr. Drew Westen, Section 3: Psychology of Political Persuasion; Spring Semester 2021...

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Harnessing the Science of Persuasion by Robert B. Cialdini ● There is something about the ability to persuade others that one simply does or does not have ○ Most don’t have it ○ Combination of charisma & eloquence that invokes an eagerness in others to obey ● Today’s business world has progressed to a point where cross-functional teams, joint ventures, & intercompany partnerships have blurred the lines of authority ○ Not as simple as somebody being the boss so they can tell others what to do and it’s effective ○ Within this new structure, the gift of persuasion is far more influential than traditional and formal power structures / hierarchies ● Goes so far as to say that “no leader can succeed without mastering the art of persuasion” ● 6 basic laws of winning friends & influencing people (science has created a path to building this skill of persuasion) 1) The principle of liking → people like those who like them a) Application → uncover real similarities & offer genuine praise b) Seen through the tupperware party phenomenon i) Essentially researchers Jonathan Frenzen & Harry Davis found that “guests’ fondness for their hostess weighed twice as heavily in their purchase decisions as their regard for the products they bought” (1) “They aren’t just buying to please themselves. They’re buying to please their hostess as well.” c) If you want to influence people, win friends d) Scientific studies have found several factors that reliably increase liking → 2 major ones i) Similarity (1) Draws people together (a) Studies have shown participants physically stood closer together after learning of their shared political or social beliefs (2) Studies have shown people are more likely to buy from a salesperson who has shared characteristics to them (3) Important to establish the bond over a shared interest early to set the tone of the relationship ii) Praise (1) Charms & disarms others (2) A study found that people felt “the greatest regard for an individual who flattered them unstintingly even if the comments were untrue” (3) Praise generates a willingness to comply with the person’s wishes (4) Praise works to strengthen new relationships or repair broken / damaged ones 2) The principle of reciprocity → people repay in kind a) Application → give what you want to receive

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b) Inspire people to give when they are given to c) Gifts have a startling effect on retention d) The gift-giver has a sense of power in the relationship i) “Managers can elicit the desired behavior from co workers & employees by displaying it first” 3) The principle of social proof → people follow the lead of similar others a) Application → use peer power whenever it’s available b) Humans are social creatures i) “Human beings rely heavily on the people around them for cues on how to think, feel, and act” c) Real world examples: i) When solicited to give… (1) Makes a big difference if you know others around you have given ii) If returning a found wallet… (1) Makes a big diff if there are others watching you d) Persuasion can be extremely effective when it comes from peers 4) The principle of consistency → people align with their clear commitments a) Application → make their commitments active, public, & voluntary b) You want people to feel committed to you c) Reliability d) Once people have formed an opinion,. They prefer to stick to it e) Active choices i) One that’s spoken out loud, written down, or is otherwise made explicit ii) Far more likely to impact one’s future conduct than something unspoken iii) If you want somebody to do something… get it in writing iv) Written statements are even more powerful once they’ve become public v) Can’t come from a third party, must be internally generated 5) The principle of authority → people defer to experts a) Application → expose your expertise; don’t assume it’s self-evident b) “Amid the teeming complexity of contemporary life, a well-selected expert offers a valuable and efficient short-cut to good decisions” c) Worthwhile for executives to establish their own expertise when exerting influence 6) The principle of scarcity → people want more of what they can have less of a) Application → highlight unique benefits and exclusive information b) Emphasize one-of-a-kind offers & inform coworkers of when an opportunity may be closing i) Can help mobilize action c) Frame things as what an individual has to lose by missing an opportunity i) Instead of what they have to gain Wrap up: ○ Each principle is fairly common sense, so they’re easy for most to grasp ○ Two points of emphasis:

1) Each principle should be applied in combination w/ the others a) Easy to understand separately, but most effective when molded together 2) Must apply rules of ethics when using these principles in daily life a) One needs to make a conscious effort not to be dishonest or high-pressuring with these principles b) Esp within an organization, you need a foundation of trust & cooperation to function Ha...