Principles Of Influence And The Psychology Of Persuasion

The use of effective persuasion techniques will not only the marketing and sales personnel to make more sales and meet the targets but also enable them to have an edge over the competitive environment. So of the techniques used in the commercial video from state farm insurance company on one hand show an effective means of communicating to convince the audience while on the other hand, the video is too complex to comprehend for an a normal and uneducated citizen. Here are some of the effective persuasion techniques that have been used in the commercial to reach out and convince their target audience to use and stick to the company’s insurance services. Moreover, these techniques are aimed at making the incumbent customers to become more loyal to State Farm insurance. According to Petty, Richard and Cacioppo (1984), there are two routes effective persuasion no matter the kind of media used to deliver the message to the audience. First, one can persuade effectively by building a central argument(s) in the message. Secondly, the persuader can effectively deliver the message to his or her target audience by trying to appeal to the audience by associating the message with what they can accept favorably. Usually, the favorable peripheral cues in the message lures the

Gerard A. Hauser covers a plethora of details on how to create a well-made persuasive argument in his book, an Introduction to Rhetorical Theory; however, he covered three specific essentials that are necessary for persuasion: the components logos, pathos and ethos; purposive discourse and rhetorical competence; identification. I will argue for each constituent, respectively, to prove that persuasion cannot thrive without the aforementioned essentials.

The elaboration likelihood model states that persuasion can be take two different routes, central or peripheral. The central route requires a person to think critically about the argument proposed, considering both its strengths and weaknesses, then to elaborate on relevant themes. Whereas, the peripheral route does refer to the attempts at persuasion, in which the change in attitude is a result associated with positive stimuli- popularity, an attractive model or a millionaire, which could be relevant to substance of the argument. Selling products by associating them with attractive models or either by promoting that the product will result in social benefits. This is the result of peripheral attitude change techniques. Chaiken’s (1995) study is closely linked to Petty and Capioppo (1986) distinction of the central and peripheral route of processing. Whereas, Chaiken (1995) identified that people systematically consider all aspects of a message given, or people can superficially rely on a heuristic such as thinking that either longer arguments or arguments including statistical figures/facts are more true. The study suggests that people are more likely to resort to heuristic processing if the have limited time in order to process the message or if they are in a positive mood. Differences between the elaboration likelihood model and the

In conclusion, the Sensation Salsa company manipulated buyers in several ways through; the central route to persuasion by presenting facts about the product, the peripheral route to persuasion through having experts leave reviews, and finally through cognitive dissonance making reviewers feel obligated to like the salsa since they stated they did. These three routes to persuasion are extremely effective in changing individuals beliefs, ideals, and

Influences: The Psychology of Persuasion was written by Dr. Robert Cialdini and originally published in 1984. Dr. Cialdini is a former marketing and psychology professor at Arizona State University. The book explains the psychology of influences and persuasion and how to apply the science to get people to say yes. Cialdini conducted studies on different compliance professional for three years. He observed thousands of different approaches in order to persuade people to yes, but he concluded that all of the different tactics fell into one of six major categories.

* Dr. Cialdini explained that commitments are more powerful when they are active; public; effortful; and viewed as internally motivated. The statement of the commentator is accurate because the motorcycle owners had made their commitment public by tattooing their commitment on their

If it has been identified that the central route of persuasion on an audience is necessary due to high relevance to the persuasive message, this gives the persuader a framework to begin crafting a strong argument. Since relevance is what captures the audience’s attention, the persuader must exploit this. For example, if the persuader is attempting to sell a car to an individual the the use of the central route, and the potential buyer has been categorized as one that clearly understands the relevance of the purchase, the persuader should do his or her best to make their product seem the most relevant to the customer. The seller may do this by asking the customer to visualize how happy they will be in their new car. This can also be done by highlighting the features of the car that are most applicable to the customer’s concerns (safety, high gas mileage, etc). These methods will invite the receiver to become more involved with the target of persuasion. All of these ways utilize the customer’s judgment of high relevance to the situation to construct a strong argument.

One of the market researchers said that consumers are driven by unconscious needs and impulses, so the persuaders are interested in targeting people with “emotion/felling/instinct” type message. As a customer, I always do the impulse shopping. Sometimes I just want to buy something, but I don’t know what exactly I want to by. So I just go to shopping mall and spend several hours look around and randomly purchase things that attract my eyes or make me feel happy.

The next things on my listing of how to be a fantastic salesman is the ability to pay attention. You need to pay attention 80 % of the time, while talking 20 % of the time. Listen intently to your customers requirements or concerns. Let them believe that they are in control of the scenario, all the while you are thinking about the best method to approach the client. Discover exactly what they require, and find a option to that requirement.

In today’s society, we are bombarded by salesmen, telemarketers, and representatives. In the book, the author is trying to emphasize the art of persuasion. What is persuasion? Wikipedia will describe persuasion as “the action or fact of persuading someone or of being persuaded to do or believe something”(Wikipedia). Dr. Cialdini performed an observational research to study how customers are influenced by persuasion. By working as a car salesman, and waiter he was able to see the strategy used to persuade customers. He discovered multiple techniques that were used by people on a daily basis in which he called fixed action patterns. The

For entrepreneurs, the book is important in the sense that it shows the reader what make people to change their buying or consumption behaviors. From this book, the reader can learn the core principles of persuasion and influence and apply them in their enterprises. Additionally, since persuasion and influence is required in all spheres of life, the book is useful to people of all spheres of life. To businesspersons, the principles of persuasion and influence could be the gateway to success. The book’s strength also stems from the author’s use of scientific research and scholarship, integrated with personal narration.

I agree with what you said about how persuasion can be seen as manipulation and when you think about it is a form of manipulation. Also, as you mentioned in your post that persuasion has an emotional aspect to it and that is true if you can get to someone's emotions you are likely to change their minds.

The second mode of persuasion is pathos which “is the appeal to our human emotions” (Modes of Persuasion). According to Kristof, the enrollment of students in the humanities subjects is decreasing, while the enrollment  in science and business subjects are increasing. The decrease in enrollment for the humanities subjects is emotional because the humanities offer numerous benefits towards people, like increasing our value as a worker, developing people diverse in thinking and creating critical thinkers. Without students enrolling in the humanities, these benefits are not developed creating emotions of sadness. Meanwhile, a new scientific technique referred to as germ line gene modification is becoming available to the populations, but is it

According to our book, there are four components of effective persuasion. These components are establishing credibility, finding a common ground, providing evidence, and making an emotional connection (Griffith & Dunham, 2015).

There are three key modes of persuasion or rhetorical methods used in forming an argument - ethos, logos, and pathos. Ethos, the Greek word meaning “character”, is an appeal to the author’s credibility; logos, the Greek word meaning “logic”, is an appeal to the audience’s judgement; pathos, the Greek word meaning “emotion”, is an appeal to the audience’s personal thoughts and biases. There are many ways these methods can be implemented, but not all works make use of them all. We can study the implementation of specific methods, in this example, the use of ethos, through examining their use in various works, such as Pavel Zemliansky’s “Methods of Discovery”.