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Sep 29, 2022 · John Spacey, September 29, 2022. Persuasion is the process of trying to convince others to act or to change their thinking. This is a critical element of politics, business and life in general as we are all put into positions where we want to influence the ideas and behaviors of others.
- What Is Persuasion?
- 6 Principles of Persuasion
- Signs of Persuasion
- Uses
- How to Respond to Persuasion
- Takeaway
Persuasion is a process in which one person or entity tries to influence another person or group of people to change their beliefs or behaviors. It is distinct from coercion, in that the people receiving the message have a choice about whether to act on it. ("Coercive persuasion" refers to indoctrination or brainwashing, such as may occur in a cult.)
Persuasion can be a powerful force that affects the decisions and actions that people take. Persuasive messages are symbolic (using words, images, and sounds) and may be transmitted verbally or nonverbally, via media or face-to-face communication. Persuasion may be overt or subtle. Understanding how it works can help you become more aware of how you are influenced by persuasive messages.
Reciprocity
As humans, we tend to want to repay others when they have done something for us. You might easily persuade a friend to do a favor for you if you have already done one for them. In a business context, reciprocity could mean being willing to provide your email address in order to receive a discount on your purchase. What Is Reciprocity?
Scarcity
You might be persuaded to change your behavior if you are convinced that you will lose access to something, or that there isn't enough of it to go around. You can see this principle in action when an airline alerts you that there are only a few seats left on a flight you're considering, or a retailer advertises a limited-time sale.
Authority
If you believe that a person or other entity has expert knowledge, you may be more likely to be persuaded by their message. An advertiser or political candidate might use an authority figure, such as a physician, historian, or scientist, to support their argument. What Is Compliance?
Political campaigns, mass media, social media, and advertising all use the power of persuasion to influence us. Sometimes we like to believe that we are immune to persuasion, that we can see through the sales pitch, comprehend the truth in a situation, and come to conclusions all on our own.
This might be true in some scenarios, when an attempt at persuasion is clear: You know that a salesperson's job is to sell you something, and that a campaign ad is designed to persuade you to vote for a candidate. A social media influencer's sponsored content may be clearly labeled as such.
Advertisements that urge viewers to buy a particular product are a form of persuasion. So are political debates, where candidates try to sway voters to their side. Persuasion is a powerful force in daily life and has a major influence on society and a whole.
Negative examples of persuasion often come to mind—as in an ad trying to get you to buy something you don't need, peer pressure that causes you to make a poor decision, or even deliberate misinformation. But persuasion can also be used in a positive way: Think of public service or health campaigns that urge people to recycle, quit smoking, or practice social distancing to help protect themselves and their community.
Evaluate Information Carefully
When you are trying to make a decision (about something big, like who to vote for, or small, like what movie to watch), gather information to help you make a wise choice. But be thoughtful and even skeptical about that information. Who is providing it, and what is their motivation? Do they stand to gain in some way from your choice? Be sure you trust your sources. Media Literacy in the Modern Age
Learn How to Resist Persuasion
Being aware of persuasive techniques and of the trustworthiness of information used to make choices can help you resist persuasion. It's also important to be willing to change your mind. Feeling burdened by sunk costs—or the perception that you've already invested too much in a decision to be able to back out—could lead you to be persuaded to go against your better judgment. People who are impulsive may be more susceptible to persuasion than others. Similarly, people who lack self-control also tend to be susceptible to persuasion. So taking steps to improve your self-control can help you resist persuasion.
Know How to Use Persuasion
You can use your knowledge of persuasion to convince others to align with your point of view. For example, if you want your partner to visit a new restaurant with you, you could remind them that a friend whose opinion they trust recommended the place (liking), that it has dozens of positive reviews from other diners (social proof), or that they chose the restaurant last time (reciprocity). Your knowledge and understanding of your audience (in this case, your partner) can help you decide which persuasive techniques will be most effective. For instance, maybe your partner doesn't care about what other diners think, but they do hate to miss out on something unusual. In that case, you might try a scarcity tactic: "This specialty dish is only available on Sundays, and only to the first ten diners." Research shows that projecting confidence via your tone of voice makes you more persuasive. Even if you don't feel confident in your argument, sounding as if you do helps you succeed.
Persuasion can be both a positive and negative force. Learning more about how persuasion works can help you better understand how you might be influenced by the messages you see and hear. It can also give you the tools you need to make persuasive arguments of your own.
Consumer Psychology and Behavior
5 Sources
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1.Perloff RM. The Dynamics of Persuasion: Communication and Attitudes in the 21st Century. Taylor & Francis.
2.APA Dictionary of Psychology. Coercive persuasion. American Psychological Association.
- Pathos (Emotional appeal): This type of persuasion plays on the emotions of the audience in order to persuade them to take a particular action or belief.
- Logos (Appeal to Reasoning): Using logical reasoning to present an argument as rational and sound is generally effective when trying to persuade people who are very intellectually engaged in a debate or topic.
- Appeal to Authority: This persuasive technique is used by highlighting the authority or expertise of the person making the claim rather than exploring the logic of the claim itself.
- Bandwagon Technique: The bandwagon technique persuades people to act or think in a certain way because “everyone else is doing it.” Companies that are going viral might employ the bandwagon method by encouraging people to start using their product, app, etc.
- Create a Need. One method of persuasion involves creating a need or appealing to a previously existing need. This type of persuasion appeals to a person's fundamental needs for shelter, love, self-esteem, and self-actualization.
- Appeal to Social Needs. Another very effective persuasive method appeals to the need to be popular, prestigious, or similar to others, often referred to as social proof.
- Use Loaded Words and Images. Persuasion also often makes use of loaded words and images. Loaded words and evocative images can create emotional responses that go beyond what the literal meaning.
- Get Your Foot in the Door. Another approach that is often effective in getting people to comply with a request is known as the "foot-in-the-door" technique.
Reviewed by Psychology Today Staff. How can you change someone’s mind? And how are you swayed by others? Persuasion refers to the influence people have on one another—changing someone’s beliefs,...
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Oct 7, 2023 · Persuasion is influencing someone to change their beliefs, attitudes, or behaviors. It is a complex process that involves communication, psychology, and social dynamics. At its core, persuasion is about convincing someone to take a specific action or adopt a particular viewpoint.
Sep 18, 2023 · Six major types of persuasion are: ethos, pathos, logos, statistics, deliberation, and refutation. The ability to use and apply each form of persuasion at the right time can help you to convince others to your side and embrace your perspective. Furthermore, in school debating, knowledge of each type can help you to steelman your perspective in ...
