Principle Of Persuasion Analysis

THE PRINCIPLES OF PERSUASION

INTRODUCTION
“Persuasion is the act of presenting arguments for change, while motivation involves the force to bring about change” (McLean, 2013). This paper defines and discusses the principles of persuasion as well as describes a situation in a group where persuasion is used. According to Robert Cialdini, a Social psychologist, there are six effective offers us six principles of persuasion (McLean, 2013). They include:

1. Reciprocity - Reciprocity builds trust and relationship develops, reinforcing everything from personal to brand loyalty. It is simply the mutual expectation for exchange of value or service.In business this principle is of great importance and can be seen in customer service

Authority- The principal of authority involves referencing experts and expertise.It is central to the purchase decision because, by relating what experts have indicated about a product and our awareness of competing viewpoints allows us insight that is valuable to the customer (Mclean, 2013).
4. Commitment and consistency - the principle of commitment and consistency bring the social norm of honoring one’s word to bear at the moment of purchase.Not only is this principle important in business, it is the symbol of agreement across almost every culture.
5. Consensus- The principle of consensus involves “the tendency of the individual to follow the lead of the group or peers” (McLean, 2013).It has to do with the general opinion. As the saying goes, if “everybody else” thinks this product is great, it must be great.
6. Liking- The principle of liking “involves the perception of safety and belonging in communication” (McLean, 2013). Most times, we are attracted to people who communicate to us that they like us, and who make us feel good about ourselves. If we feel safe, we are more likely to interact, communicate and do

By welcoming the customer and offering him/her a seat, I was utilizing the principle of reciprocity. By exposing the unique features of my product, I was utilizing the principle of scarcity. By referring them to the unique qualities everybody looks out for in the product, and the endorsement we have had, I was utilizing the principles of authority and consensus respectively. By giving the customer a guarantee, I was utilizing the principle of commitment and consistency. Finally, by asking questions with a smiling face to know a little bit more about my customer, I was utilizing the principle of