The Psychology of Persuasion
Understanding Persuasion
Definition
Persuasion is the act of convincing someone to do or believe something.
Significance
Persuasion plays a crucial role in personal and professional interactions.
Quote of the Day
"The secret of persuasion lies in understanding what drives people to take action."
- Dale Carnegie
What does this quote mean to you and do you agree?
Warm-Up Activity
Discuss with a partner:

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1. Recall an experience
When were you persuaded?
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2. Analyse the situation
What didn't you want to do?
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3. Identify techniques
How did the persuader convince you?
When have you been persuaded to do something you initially didn't want to do? What techniques did the persuader use?
The 6 Principles of Persuasion…
The 6 Principles of Persuasion, developed by Robert Cialdini, are proven techniques to effectively influence and convince others. Let's find out what they are!
1. Reciprocity
Explanation
People feel obligated to return favors, creating a sense of indebtedness.
Example
Offering a free sample in hopes of a purchase. When someone does something for you, you naturally want to return the favor.
2. Commitment and Consistency
Striving for Consistency
People strive to be consistent with their commitments. This principle of persuasion leverages our innate desire to appear coherent in our actions and decisions.
Small to Large Requests
Getting someone to agree to a small request increases the likelihood of agreeing to a larger request. Once a person commits to something, they are more likely to stick to it.
3. Social Proof
Explanation
People look to others to decide how to act, especially in uncertain situations.
Example
Seeing others use a product increases its perceived value. When others are doing something, it validates our own actions.
4. Authority
Explanation
People follow the lead of credible experts and authority figures.
Example
A doctor endorsing a health product. Authority figures can influence others due to their expertise or position.
5. Liking
Explanation
People are influenced by those they like and find attractive or similar to themselves.
Example
Being more likely to say yes to a friend. Relationships and similarities build trust and rapport, making persuasion easier.
6. Scarcity
Explanation
Limited availability increases desire and perceived value.
Example
Advertising a limited-time offer. When something is scarce, it becomes more valuable and desirable, driving more sales.
Applications of Persuasion
Marketing and Advertising
Techniques to influence consumer behaviour, such as using social proof in advertisements to show that others are already enjoying a product.
Personal Relationships
Building rapport and influencing decisions, such as using liking to strengthen relationships and make requests more effective.
Professional Settings
Negotiation and leadership, such as leveraging authority to establish credibility and persuade others in a business context. Persuasion principles can be applied in various contexts to achieve desired outcomes, enhancing personal and professional interactions.
Breakout Room Time
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Most Effective Principle
Which principle of persuasion do you think is most effective? Why?
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Personal Experience
Can you recall a situation where you used persuasion effectively?
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Ethical Application
How can you apply these principles ethically in your daily life?
Principles of Persuasion Video
  • We will now watch a short video clip on the principles of persuasion.
  • Get ready to learn effective persuasion techniques!
Let's Watch!
Key Points from the Video
The video introduces The 6 Principles of Persuasion
Robert Cialdini six principles of persuasion, emphasizing their ethical use. Aula convinces Sam to support her idea using Reciprocity (doing favors first), Authority (showing credentials), Social Proof (having others support the idea), Commitment and Consistency (reminding past interest), Liking (building trust and rapport), and Scarcity (creating urgency). The key takeaway is to use these principles ethically to effectively persuade others without manipulation.

P.S. Here is Robert Cialdini on the right!
Vocabulary Review Exercise
Fill in the gaps with the correct vocabulary word:
  1. "The principle of __________ suggests that people feel obligated to return favours."
  1. "__________ refers to the influence of others on our behaviour."
  1. "When something is in short supply, it creates a sense of __________."
  1. "People are more likely to comply with requests from someone who has __________."
  1. "Maintaining __________ helps build trust and reliability."
  1. "We tend to be persuaded by people we __________."
Vocabulary Review Exercise Answers
  1. Reciprocity
  1. Social Proof
  1. Scarcity
  1. Authority
  1. Consistency
  1. Like
Class Discussion
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Personal Experiences
How do these principles of persuasion relate to your own experiences?
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Effective Persuasion
Can you share a situation where one of these principles was used effectively on you or by you?
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Future Application
What new persuasion technique will you try first?
Optional Task!
Choose one principle of persuasion and apply it in a real-life situation over the next week. Document the situation, the principle you used, and the outcome. Be prepared to share your experience in the next class.