Unit 6 Written Assignment
1. The Six Principles of Persuasion
Define the 6 principles of persuasion
Persuasion is an important aspect of communication, certainly a significant business activity. Regardless of whether this comes in the form of a sender influencing a party or the receiver itself is being influenced. Typically, this could come in the form of a salesman or, even a manager communicating with key stakeholders, such as potential investors.
The following six principles would certainly be considered by those formulating an advertising campaign for a new product. An advertising copywriter, and a manager of such a campaign would certainly benefit from developing a familiarity of these principles.
Reciprocity
Simply put the reciprocity
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Authority
Authority is an important point to consider with discussing persuasion. This particular principle implies that a person is far more likely to be persuaded to use a product or service that has an element of authority supporting it. This could be something superficial, such as a logo or brand, or something more official such as the endorsement of a person of an official capacity or, something that has the trappings of authority such as uniforms or insignia that imply an authoritative endorsement (Referral Candy, n.d.).
Commitment and Consistency
This principle of persuasion is significant as it implies that once we have made a decision we tend to commit to the decision that we have made.
This can be achieved through firstly introducing a customer through small actions, encouraging public commitments which can improve the chances of the customer committing and finally through rewarding a customer by making a commitment to a particular brand (Referral Candy,
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It can consist of a product being endorsed by peers or even celebrities. In short, this means if such people like a particular product, then it must be a good product. It can carry weight and persuade a particular audience this it is a product or service is of high quality.
This principle can often be applied to advertising campaigns of a high end product, being endorsed by a celebrity. Another way this might be used is when a product, for example, is being endorsed by one’s own peers in a social media campaign (Referral Candy, n.d.).
Liking
Finally, the liking principle is one that will often be used in the art of persuasion. This can be used effectively, where a product can be seen as “likable” if for example it has been endorsed by someone perceived to be physically attractive or perhaps someone that demonstratives the behaviors of a friend, such as showing similar traits or someone that can be related to.
Another aspect of this principle is applied to the persuasion which is developed through companies who develop relationships with customers. This is certainly something which is developed over a long period of time. This could, for example, be used to develop a
This is the where there is use of some attraction to the consumers and in this case the use of an ...
Conger, J. A. (1998). The necessary art of persuasion. Harvard Business Review,76 (3) , 85-95.
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
Kerbel, Matthew R. (1993). An Empirical Test of the Role of Persuasion in the Exercise of
Persuasion is the concept of changing someone’s mind or supporting a certain value, belief, or behavior.
Persuasion is a process by which the persuader, through communication, gains the approval or support for the topic (Let's Compare Motivate and Persuade, 2013). The arguments to motivate this change in thinking comes through careful use of rhetoric, but one must also be able to define the six principles of persuasion in social psychology: “Reciprocity, Scarcity, Authority, Commitment and Consistency, Consensus, and Liking” (McLean, 2010, p. 521) and be able to recognize them as they are taking place. Then, one must carefully apply these concepts in order to find the means to effectively facilitate persuasion (p. 518).
One principle that I believe to be an ethical principle of persuasion is “liking”. A concept in the book that helps support
Persuasion is a commonly used communication technique that allows us to socially influence a certain topic positively or negatively. Its purpose is to help affirm or nullify an idea, belief or attitude. Sometimes the exact topic is very detectable in communication such as during debates but other times it displayed a little more subtly. Persuasion is more than just verbally speaking. Non-verbal communication such as body language, tone and pitch of the voice can also add to the affirmation of the topic. The setting and location also help encourage the acceptance of what is being persuaded.
Advertising has been a part and parcel of everyone's life. In recent decades, advertising has increased marketing has increased attention and interest in the linguistic aspect of advertising trying to figure out new methods, principles, with an aim to be unique and effective. moreover, it consolidates language, pictures, music as well as provides information, imagination, and emotions. In advertising, advertisers use various techniques and strategies to sell their products in the market.
Influence: The Psychology of Persuasion; A Book Review From the commercials on TV, to parenting, to the con artist, this world is full of persuasion. Every day people are influenced to do things that they otherwise wouldn’t do, even going to the extent of changing someone’s perceptions of themselves. In Robert Cialdini’s book Influence: The Psychology of Persuasion (2007) influence from all aspects of life, even nature, are covered in brilliant stories that allow the reader to connect with this fascinating novel. Inside its pages lies the information on how people are influenced as well as a couple of tips and tricks on how to avoid it.
celebrity or expert to support or sell an idea. Many ads or comercials use testimonials. For example Proactiv released an ad with Justin Beiber on it to sell their product. An example of a testimonial in the book "Animal Farm" is when Boxer would repeat "Comrade Napoleon is always right". Boxer was seen as a celebrity to the animals for how hard he worked, therefore the animals beleived him.
The first principle of persuasion is likeability. If a person knows you, likes you and trusts you, you will have more influence on that person. Many factors play into whether or not a person or group likes another person or group. Being attractive, having similarities or common ties, familiarity, praise and being complimentary, and also being connected to the positive help one to be more likeable. Reciprocity is the basic concept of ‘you scratch my back and I’ll scratch yours’, and ‘what goes aournd comes around’ (Myers, 2010, pg. 237). Performing favors is a powerful tool to influence because people feel obligated to repay that favor. The third principle listed is social proof. This is related to peer pressure as people tend to look to others to substantiate and justif...
How does credibility affect persuasion? What can you do to build credibility with your audience when you are trying to persuade them to think or act differently?
In closing, Persuasion is a powerful tool, both in trying to persuade others and being
persuasion on people you need to be familiar with the structure behind a persuasive message. It is important to identify which route is beingused (central or peripheral) and understand the effect of the communicator,the content of the message, the method of communication, and the reaction by the audience. Counterarguements in making a public commitment strengthen out resistance to persuasion.