The first set of principles we must review would be those of Robert Cialdini, Regents ' Professor Emeritus of Psychology and Marketing at Arizona State University Professor Cialdini published in 1984 the book "Influence: The Psychology of Persuasion which introduced The Six Principles of Influence through experimental studies, and by immersing himself in the world of salespeople, recruiters, advertisers, marketers, etc. The six principles are as follows.
The 1st principle is Reciprocity- which is the thought of treating others as they treat us. An example would listen to a sales pitch after receiving a free sample of a new product in the grocery store. We generally obliged to offer/ give concessions to others if they have offered them to us. This is because we 're uncomfortable with feeling indebted to them. Next concept would be Consistency in this principle Prof. Cialdini states we have a profound yearning to be consistent. For this reason, once we 've committed to something. We feel more inclined to go through with it. For instance, you would probably be more likely to support a fundraiser of a group if you had shown interest when first approached about it even if it was months ago. The third standard is Social Proof thi...
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...- realizing the individual potential, self-fulfillment. Volkswagen helps individual through the hierarchy by being a symbol of accomplishment and self-fulfillment for an individual.
To fully understand the principles of Principle of Public Relations one has to look at persuasion and influence. Britannica.com defines Persuasion as the process by which a person’s attitudes or behavior are, without pressure, influenced by communications from other people. One’s attitudes and behavior are also affected by other dynamics such as verbal intimidations, physical force, or one’s physiological state. Persuasion is examined by distinguishing the cause or motivation from the related changes in response. For persuasion to be accomplished, the subject must decide to agree with the opinion being presented and must maintain this new Point of view long enough to take action on it.
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