harnessing the science of persuasion
TRANSCRIPT
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The Radian's
Group members:• Hamza saeed 11123023• Sunbal Iqbal 11123029• Nuaman Raza 11123018• Usman Ikram 1123020• Kiran Munawar 11123009• Arhem Butt 11123038
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HARNESSING THE SCIENCE OF PERSUASION
By:Robert b. Cialdini
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Introduction
• Persuasion:Process aimed at changing a person`s or group attitude towards some event, idea, object by using written or spoken words.
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Principles of Persuasion
Liking Reciprocity Social Proof Consistency Authority Scarcity
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LIKING
People like those , who like them.Example: At Tupperware parties, guests' fondness for their host influences purchase decisions twice as much as regard for the products.
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Continued…
Application:People prefer to say ‘yes’ to those they know and like.
Uncover real similarities and offer genuine praise the people at work place.
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Reciprocity
People repay in kind.Example: Lend a staff member to a colleague who needs help; you'll get his help later.
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CONTINUED
• Application:Being a business entity, give information , give free samples etc., to people and they will want to give you something , a purchase definitely
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Social proof
People follow the lead of similar others.
Example:You will likely to donate more charity , if you learn that others has also donated the cause.
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Application:Use peer power whenever it`s available. e.g. ask an esteemed "old timer" to support your new initiative if other veterans resist.
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Consistency
People align with their clear commitments.
Example:If you make a promise , you will feel bad if you do not keep it.
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Application:Make others' commitments active, public, and voluntary.
If you sign a contract then being consistent you will demonstrate all the work to fulfill the requirement of that contract.
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Authority
People defer to experts
Example:If you`re going to buy a new apartment , you will consult with property advisor for an expert opinion.
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Application: Don't assume your expertise is self-evident.At work-place, establish your expertise before doing business with new colleagues or partners.
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Scarcity
People want more of what they can have less of
Example:Wholesale beef buyers' orders jumped 600% when they alone received information on a possible beef shortage.
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Use exclusive information to persuade
Being a sales representative, highlight unique and exclusive information about products, and in result customers will respond it positively.
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Putting it altogether..
By practicing all these principle we can have the ability of persuasion that will benefit us in our practical as well as in personal life.