MKTG 416 Individual Assignment 1: Science of Persuasion (5 pts)

This assignment counts as 5% of your final grade and it consists of information that will be
valuable for the sales simulation and your business career.
Read Harnessing the Science of Persuasion article by Robert B. Cialdini (2001) published in
Harvard Business Review. The article is present on our Librarys e-Journals.
Based on what you learn from the article, answer the following questions in detail:
a. The author claims that persuasion is a science that can be applied by learning the
necessary dimensions. Describe the six aspects he discusses in the article in your own
words (2 pts).
b. The article does not link the concepts necessarily to the area of sales. Consider each
aspect you described in part a and think of how to apply it in sales calls and meetings.
Discuss in detail an application possibility for each of the six dimensions for selling. You
can also provide real life examples of how they were implemented: either based on your
own experience as an intern, as a buyer, or or other examples you have collected from
others experiences (3 pts).
Format: Maximum 5 pages. Times Roman, 12 pts, double spaced, 2.5 cm margins. Please write
your name and section at the top.
I ONLY accept printed copies submitted during the class hour. NO EMAILS will be accepted
for the assignments.
Due date: March 16, 2015 @ 13.40 in AB2 #G01