Harnessing the science of persuasion

The Radian's

Group members:• Hamza saeed 11123023• Sunbal Iqbal 11123029• Nuaman Raza 11123018• Usman Ikram 1123020• Kiran Munawar 11123009• Arhem Butt 11123038

HARNESSING THE SCIENCE OF PERSUASION

By:Robert b. Cialdini

Introduction

• Persuasion:Process aimed at changing a person`s or group attitude towards some event, idea, object by using written or spoken words.

Principles of Persuasion

Liking Reciprocity Social Proof Consistency Authority Scarcity

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.

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.

Reciprocity

People repay in kind.Example: Lend a staff member to a colleague who needs help; you'll get his help later.

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

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.

Continued…

Application:Use peer power whenever it`s available. e.g. ask an esteemed "old timer" to support your new initiative if other veterans resist.

Consistency

People align with their clear commitments.

Example:If you make a promise , you will feel bad if you do not keep it.

Continued…

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.

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.

Continued..

Application: Don't assume your expertise is self-evident.At work-place, establish your expertise before doing business with new colleagues or partners.

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.

Continued…

Use exclusive information to persuade

Being a sales representative, highlight unique and exclusive information about products, and in result customers will respond it positively.

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.