SCIENCE OF INFLUENCE S8 7/27/2020 ILOS • To explain a number of influencing and persuasion techniques • To identify the need to establish a good rapport with journalists • To apply the science of influence • To be able to persuade more effectively 7/27/2020 PRINCIPLES OF ETHICAL PERSUASION Dr Robert Cialdini is a Social Psychologist at Arizona State University. He specialises in the study of the science of persuasion. Reference: Cialdini R B (2001) Influence: Science and Practice. Boston, MA: Allyn and Bacon. PRINCIPLES OF ETHICAL PERSUASION 1. Reciprocation 2. Scarcity 3. Authority 4. Commitment 5. Liking 6. Social Proof 7/27/2020 PRINCIPLES OF ETHICAL PERSUASION 1. Reciprocity: • The weight of obligation • Be the first to give service, information and concessions. • The ‘Franklin Effect’ 7/27/2020 7/27/2020 PRINCIPLES OF ETHICAL PERSUASION 2. Scarcity • People want what they can’t have • People are more motivated by what they might lose, rather than what they might gain • Exclusive info (i.e. is not accessible to everyone) is persuasive. • Therefore, emphasise genuine scarcity, unique features and exclusive information. PRINCIPLES OF ETHICAL PERSUASION 7/27/2020 3. Authority • If an expert says it, it must be true! • Therefore, establish your authority through professionalism, specialist knowledge, and credentials. • Present weaknesses before your strongest points. This shows your honesty and creates credibility. • Authority is context specific. Use the appropriate ‘authority’. 7/27/2020 PRINCIPLES OF ETHICAL PERSUASION 4. Consistency and Commitment • Everyone wants to appear consistent with what they have already said or done in public. • Therefore, get commitment in public. PRINCIPLES OF ETHICAL PERSUASION 7/27/2020 5. Social Proof • If others are doing this, I should be doing it too! • Therefore, show (and talk about) past successes and testimonials of others. 7/27/2020 PRINCIPLES OF ETHICAL PERSUASION 6. Likeability • We are more easily influenced by people we like • Liking flows from positive connections: especially shared values or world view 7/27/2020 PERSUASION 7/27/2020 7/27/2020 7/27/2020 ILOS • To explain a number of influencing and persuasion techniques • To identify the need to establish a good rapport with journalists • To apply the science of influence • To be able to persuade more effectively
