Draft:Science of Persuasion

Science of Persuasion

This article helps you in understanding the meaning of persuasion, science behind the persuasion, after reading this article you will be able persuade someone. This article gives you an overview on the "Science of Persuasion".

What is Persuasion??

Persuasion is an art of influencing people, changing people's mind, actions, and beliefs as well through reasoning or request.[1]

Science of persuasion is a component of psychological science, where it identifies the active ingredients of behavior change. These ingredients help in promoting health, conservation, behavior changes.[2]

History of Science of Persuasion

It was begun in 4th century BC. That time greeks were valued the art of effective speaking rhetoric.They have begun the study of persuasion.

Robert B. Cialdini is Regents' Professor Emeritus of psychology and marketing at Arizona state. He explores the reasons that people comply with requests in everyday settings. He has studied how persuasion used in the real world to change behavior. He has written a book on the science of persuasion "Influence The Psychology of Persuasion".

He has identified 6 basic psychological principles of persuasion, each of which provokes an emotional response.

1. Reciprocity
2. Scarcity
3. Authority
4. Commitment and Consistency
5. Liking
6. Consensus

In 2016 Cialdini added another principle, finally he made total seven principles of persuasion. The word he has added is Unity. In 2016 he has launched a book called "Pre-Suasion: A Revolutionary way to influence and persuade"

Now it is known as Cialdini's seven principles of influence.

Reciprocity

Humans value equality and balance. When someone does something nice for us, we feel a social obligation to reciprocate. If we get some unexpected gifts from someone, we may get feel to do return favour.

Example: We feel to give extra tip to the waiters in the restaurants, when they give us mouth fresheners with bill.

Scarcity

When something is rare to be available, it becomes more attractive. People tend to desire the things that are limited in the market. Not only in the market, in life also people don't find any value, when they are available. But they will try to grab those things, when they come to know about, those things are going to end.

Example: In marketing, marketers use the limited offer, closes soon. Only few are left. Scarcity triggers our fear of missing our (FOMO) and motivates action.

Authority

Mostly people will listen to the people who are having authority. If an expertise person suggests anything the people want, they will listen to them also they try to buy or use that product or service.

We all are developed our mind set like that, so when an expertise person recommends any product or service, we will try to use it for sure. No matter what is going to happen next.

Example: When doctor suggest you to use this medicine, you will be healthy forever. We will not reject the suggestion, because it was recommended by the Doctor.

Commitment and Consistency

Sticking to our actions and beliefs. Once we commit to something, we strive to remain consistent with that commitment. It is based on the idea that people want to align their actions with their previous choices.

For instance, a marketing strategy might involve asking potential customers to sign up for a free trial. Once committed, they're more likely to continue using and eventually purchase the product, driven by the need to align with their initial decision. [3]

Liking

We most likely influence by the people whom we like. If any suggestion given by our beloved one, we will listen to their words. There are smaller number of choices to reject their suggestions.

Example: The ad with a beautiful woman or a celebrity that you love most draped over the hood of a car improves car sales because we associate physical attractiveness with someone or something being likable. The recommendation of a friend or an endorsement of a celebrity we like tends to influence us to buy a product.

Consensus

It is also known as Social Proof. It refers to the product or service or thoughts or ideas which have been using by more people, attracts the people around us. If a thing is liked by the large number of population, everyone will start liking it. It refers to the tendency of the individual to the lead of the group or peers. [4]

Example: While we are looking for a product on online sites, such as amazon or flipkart, first we will look the reviews and feedbacks on that particular product. Based on the reviews and the feedbacks we will decide to buy or not.

Unity

It moves beyond the shallow similarities found in the principles of liking and goes deeper into shared identities. As mentioned in this article, it has introduced as a persuasion principle in Cialdini's newest book Pre-Suasion: A Revolutionary Way to Influence and Persuade

When we are a member of a group, when we feel that shared identity with other people. We are more empathetic towards fellow group members. Finally we may have more influence over one another. This is because of the having the same belief systems, religion, having similar kind of thoughts.

Politicians use these principles to their benefits while the voting campaign trails. To connect emotionally with the people, to make them persuade, politicians will use their shared identity, or manufacturer one. [5]

Example: For example, a local bakery highlights its use of fresh, local ingredients, appealing to a sense of community and supporting local businesses.

Conclusion

The science of persuasion is a powerful field with applications across numerous disciplines. While wielding this power ethically is crucial, understanding persuasive techniques empowers individuals to be more discerning consumers of information and effective communicators themselves. As technology continues to evolve, the science of persuasion will undoubtedly adapt and offer new insights into influencing human behavior.