University of the People
Discussing Six Principles of Persuasion
Whether in business or casual communication, there are times when it is the goal of one or both parties to convince the other of a specific viewpoint. In such instances, one must be effective in presenting the view and why it should be valued over others. Robert Cialdini tells us that by following six principles attempts at persuasion can be made more effective (as cited by McLean, 2010). This paper will define the six principles and briefly discuss each of them. Then, an example will be provided, illustrating how they can be applied in context.
The first principle is reciprocity. McLean says that this is the expectation of both parties to exchange value in the conversation (2010). Essentially, this means that both the source and receiver have an equal responsibility in transferring relevant knowledge which helps the other in achieving some goal. For instance, a salesperson will provide useful information about a product in hopes that a customer will then buy it. Simultaneously, a customer provides information about what their needs are in hopes the salesperson will guide their purchase to the best product to meet those needs.
The second principle is scarcity. Scarcity can describe any item or service which cannot be obtained equally by every individual. The benefit of scarcity in persuasion is it shows the value of making a decision based on not only what stands to be gained, but also what may be lost. McLean describes reminding a customer that a product or service may be limited in availability as a method of employing scarcity, demonstrating to the customer that they may lose their chance if they aren’t convince...
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...n. Lastly, the principle of liking was relevant to the fact that friends were asked rather than strangers, and that their own inconveniences had been considered and would be alleviated or compensated for as best as possible.
The example given by this paper’s author shows that employing these principles can be used to easily make an attempt at persuasion more effective. These principles are simple to understand and make practice of in daily situations. Mastering them can aid in achieving greater success persuading receivers both in personal and business life. This is further shown by the great success this author had in accomplishing moving with the help of several persuaded friends.
McLean, S. (2010). Business Communication for Success. The Saylor Foundation. Retrieved from: http://www.saylor.org/site/textbooks/Business%20Communication%20for%20Success.pdf
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