In the name of democracy – let us use that power – let us all unite. Let us fight for a new world – a decent world that will give men a chance to work – that will give youth a future and old age security. By the promise of these things, brutes have risen to power. But they lie! They do not fulfil that promise. They never will! Dictators free themselves but they enslave the people! Now let us fight to fulfil that promise! Let us fight to free the world
The Great Dictator
Everyone had goosebumps hearing this speech in the film “Great Dictator” from Charlie Chaplin. This speech has inspired millions of people to unite against injustice. Why do you think some people or their words have the power to bring millions of people together? Why do you think great freedom fighters and leaders have the power to convince people and bring them together to agree upon something? It is because they can persuade people in the right way for the right cause. This is the power of persuasion it can bring millions of people together and make them act in a certain way.
Persuasion in simple words is the ability to convince people about a thing or influence one’s thoughts or beliefs in a way that you want. Our everyday life is filled with instances where we persuade others. For example – convincing a friend to lend you their notebook or bargaining with the shopkeeper to reduce the price.
Even in these small events we are persuading or convincing the other person to agree to your point. If you want to know how to effectively persuade people and get them to say ‘YES’ to you. You are at the right place. This article discusses the 6 principles of persuasion, the importance of language in persuading someone, social media and persuasion, and more. Let us dive into the psychology behind persuasion.
Applications of Persuasion
Now the question arises where exactly do you use this skill of persuasion? Persuasion is not something that is used for small day to day events like convincing your parents to let you go on a trip with friends. It is used in diverse fields for various reasons. Some of these fields include –
- Marketing: one of the fields where persuasion is used the most is marketing. People use persuasion techniques to convince people to purchase their products. Eye-catching advertisements are made that tell how one product is better than the others to convince people.
- Politics: politicians use persuasion at a large scale to convince people that they are better than the opposition party and gain their votes.
- Other than professional fields, persuasion is also used in our personal life. It is used in our everyday interactions with the people around us, in our relationships where we convince our partner.
Six Principles of Persuasion
Robert Cialdini in his book – “Influence: The Psychology of Persuasion”, published in 1984 gave 6 core principles of persuasion. These 6 factors seem to affect a person’s decision-making. According to Cialdini, if one understood these 6 factors properly he would be able to persuade others to agree on what he wants or buy a specific product. The following are the 6 principles of persuasion given by Cialdini –
1. Reciprocity
Are you someone who believes that if someone gifts you something you need to gift them something in return? We feel the obligation to return a gift or favour done for us by anyone. This obligation that we feel is used as a technique for persuasion. Whenever anyone does something for us, it is an unstated rule that we need to repay them in some or the other way. This is always playing at the back of our minds whenever someone helps us.
For example – your classmate offers you a pen in the class when you forgot to bring your own. Now, next time he asks for your notes, you have this burden on your mind that he helped me and now I have to repay him. This prompts you to say yes to the request. The principle of reciprocity has been exploited a great deal by marketing agencies. They give gifts or lower prices in the initial period which later turns into more customer base and multiple purchases.
There are many times when people might use the principle of reciprocity against you, just to get something from you. In such cases remember that the initial gift or favour was just the plan to gain something from you and you should not feel obligated to repay it.
2. Scarcity
Are you attracted to the signs that say – “hurry up, last few pieces left” or “selling out fast”?
We have a bias in our mind, which tells us that scarce things are better. We think that they are good that is the reason they are scarce. Scarcity is one of the principles of persuasion. It tells people to make a hasty decision so they do not miss out on the product.
For example – during online shopping, even if you are just scrolling away the products and see the “last few left” on a dress, you are more likely to buy it. Even if you have no plans of shopping, the sign urges you to purchase so that you do not miss out on it. We all fall for this technique. If you can convince people how rare the opportunity or product is, they are more likely to say yes to you.
Then how to stop yourself from falling for this? Next time you see yourself making a quick decision to avoid missing out. Take a moment and reconsider. Do you really need it or you are feeling the pressure to buy it due to the scarcity of the product?
3. Authority
Why do you think people agree to do anything when someone specific tells them to do it?
For example – why did you listen to your mother when you were little rather than listening to someone who was the same age as you or why did you agree to take the medicines prescribed by the doctor rather than by someone you met on the road? The answer is simple – they are experienced in that field. You listened to your mother or took medicines given by the doctor over other people because you knew that they were the authority in the field and knew better than others.
Authority plays a big role in making people say yes. Therefore this is another principle of persuasion. Whenever we are uncertain about something, or don’t know anything about the subject we rely on the advice of the authority. For example – you are going to buy a house for the first time; you don’t know a lot of things about it. You are likely to agree to the advice of a broker since you consider him as an authority in this matter.
Read More: Use of Psychology in Advertising and Marketing
In marketing, authority is used as a persuasion technique. Celebrities are used to promote products that are considered an authority by many people. Even though advice from experts is important to make the right choice, sometimes fake authority is used to persuade people into making a purchase. To avoid getting trapped in this technique remind yourself to think of the product independently rather than associating it with some person.
4. Consistency and commitment
We like to remain consistent with our personality. This makes us stay consistent with our choices too. This consistency is used as a tool to persuade people to say yes. First, a person is given an initial, exciting offer and when the person gets hooked to the product they are more likely to buy it more in the future to remain consistent.
For example – you are initially sold perfume at a very low price; even though they do not make much money out of it they make you a customer at their store. Next time, you stop at the store you are most likely to buy perfume to be a consistent customer. People are less likely to say no once they have initially agreed to something. This consistency is used to persuade people and make them agree to what we want.
5. Likability
If there is the same product, for example, let’s say chocolate. The chocolate is the same, everything about is the same as the other. However, one is endorsed by your favourite sportsperson and the other is endorsed by someone you don’t know. Which chocolate will you buy? Even though everything about the chocolate is the same, most of us would buy the one that is promoted by someone who we like.
This is what is known as the principle of likability. We are more likely to make a purchase if we like something about the product or someone who is selling us that product. Our mind becomes biased about things that we like. For example, students study more about the subject that their favourite teacher teaches.
6. Consensus
The sixth principle of persuasion is consensus or social proof. This principle entails that we humans always feel the need to fit in. We do not want to be the only one to be left out, this leads us to agree on things that the majority of people around us agree on.
For example – if everyone in your friend group buys a new phone, you will feel the need to buy the same phone as the rest of the people to fit in with your social group. We see this tactic used in marketing where a specific product says that 9 out of 10 people recommend using this product. This line tells us that most of the people around us are using the same product and we should probably do the same. It is often seen that before making any decision we look at others before making our own decision.
Power of language in Persuasion
Other than the highlighted 6 principles of persuasion by Cialdini, another thing that influences decision-making is the language used for persuasion.
It is said that language is the strongest weapon. It has the power to heal as well as kill. If used to our advantage, language can be an effective tool for persuasion. If you use the right words, people will say yes to whatever you want. You just have to know what to say, how to say and exactly when to say things that will create a greater impact on people around you.
To understand this better let us look at an example –
Long years ago we made a tryst with destiny, and now the time comes when we shall redeem our pledge, not wholly or in full measure, but very substantially. At the stroke of the midnight hour, when the world sleeps, India will awake to life and freedom.
These are the lines from one of the famous speeches by Pandit Jawaharlal Nehru, delivered by him on India’s independence. The moment you read these lines your attention is captured. In the same way, words have the power to capture the attention of people and even convince them to act in a way that you want. No matter how good your product is or how good the offer you are giving the other person if you do not use the right and impressive words your efforts will go in vain. For example – you will be more inclined to help someone who uses words that make an impression on you rather than someone who does not use impressive language to convince you. The moment you realize the real power of words is the moment you will start understanding the art of persuasion.
New form of Persuasion – Social Media
As the digital age has spread its wings, social media has become a integral part of our life. It has become like a sixth sense for us. From the moment we get up in the morning till the time we set alarm for the next day and close our eyes, we are constantly bombarded with information on social media. But do you think unconsciously this social media has started to influence your decision making? The answer is a big YES!
Consciously or unconsciously our decisions are persuaded by what we see or hear on social media. Our phone is filled with advertisements and offers which does play a part when we are making any decision. Social media uses strategies like eye-capturing images and taglines, interesting content and storylines, a lot of social proof and establishing credibility to persuade people. This is not just about products; social media is also a platform for discussions on various issues and political ideologies. These persuasion techniques are used to convince people and make them think in a certain way.
It is not all bad, social media is a place where people promote positive social norms, uniting people against social problems and social media is like a chicken laying golden eggs for small businesses. Social media has given us a voice and reach like never before, if used for the right purposes, social media is a great medium to persuade people for the right cause.
Read More: How does social media materialism bring both stress and unhappiness?
Importance of Ethics in Persuasion
Even though persuasion is a great skill, it also gives you great power and like it is said – “with great power comes great responsibility”. Not everyone uses persuasion ethically. People use false strategies to convince people. Like a false authority that does not have enough credibility or a false social proof, telling you that a lot of people are doing something. These things break people’s trust. To avoid this, it is important to follow some ethics while persuading anyone.
- Do not use false evidence to convince people.
- Do not tell people that you are expert in the matter, when you are not.
- Do not cheat people by hiding your real purpose.
- Do not persuade people for something that you yourself do not believe in. ∙ Do not threat or generate fear in the minds of people to convince people.
Lastly, give people a fair chance to choose. If you are convincing them to buy a certain product make sure that it is good enough that people would want to buy it. If it is some kind of idea, make sure it is impactful enough for people to join or help you.
Remember, work speaks louder than the words.
Conclusion
“Persuasion can go through obstacles that force cannot.”―Yusuf A. Leinge
Knowingly or unknowingly we persuade and get persuaded about a lot of things in our everyday life. Though very few understand the real power learning about persuasion can give you. Understanding in depth about the science of persuasion not only makes you skilled but also saves you from falling into the traps of others persuasion. Persuasion is a useful life skill. It works in our advantage in every aspect of our life including interpersonal relationships and professional life. Everything has too sides. Good does not come without the bad. Same is about persuasion.
Convincing people of your ideas gives you a sense of power. But it is not all that easy. It is important to keep in mind that power can easily be exploited. It is important to follow some ethical guidelines while persuading people. Following basic ethics like – not lying or not giving false evidence can make sure that this power of persuasion is not misused. Persuasion is like a double-edged sword, it is up to how you use it that decide if it is a weapon that helps or kills.
References +
- Mendonsa, S., PhD, & Magazine, I. (2023, February 8). Cialdini’s 6 Principles of Persuasion: Weapons of Influence explained. Master Influencer Magazine. https://master-influencer.com/cialdinis-6-principles-of-persuasion-explanation-weapons-of-influence/
- Twowp. (2024, August 1). Cialdini’s 6 Principles of Persuasion: A Simple Summary. The World of Work Project. https://worldofwork.io/2019/07/cialdinis-6-principles-of-persuasion/#:~:text=Cialdini’s%206%20Principles%20of%20Persuasion%20are%20reciprocity%2C%20scarcity%2C%20authority%2C,an%20ethical%20thing%20to%20do.
- Roberts, S. (n.d.). A tryst with destiny. https://www.cam.ac.uk/files/a-tryst-with-destiny/index.html
- BetterHelp Editorial Team. (2024a, June 13). The effects of social persuasion on social media | BetterHelp. https://www.betterhelp.com/advice/persuasion/the-effects-of-social-persuasion-on-social-media/
- Lucas, K., Rawlins, J. D., & Haugen, J. (2023, August 18). Persuade ethically. Pressbooks. https://saalck.pressbooks.pub/bcomm/chapter/ethics/#:~:text=In%20contrast%2C%20ethical%20persuasion%20can,to%20secure%20short%2Dterm%20gains.
- Anonymous, Pattison, K., & Hagstrom-Schmidt, N. (2022, January 12). Ethical persuasion. Pressbooks. https://pressbooks.library.tamu.edu/howdyorhello/chapter/ethical-persuasion/
- Charlie Chaplin : The Final Speech from The Great Dictator. (n.d.). https://www.charliechaplin.com/en/articles/29-the-final-speech-from-the-great-dictator-https://in.indeed.com/career-advice/career-development/what-is-persuasion
- Admin. (2019, April 8). Popular quotations on Persuasion—15 favorites. Booher Research Institute. https://booherresearch.com/popular-quotations-on-persuasion-15-favorites/
