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Principles of Persuasion

Business Administration, University of the People

BUS1105: Business Communication

Instructor: Allan Roy Mordeno

July 25, 2023

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Introduction

Persuasion is a powerful tool in the realm of communication, particularly in the business

world. It is the art of influencing others to adopt a particular viewpoint or take a specific action.

Robert Cialdini, a renowned social psychologist, identified six principles of persuasion that can

be effectively applied in various contexts (McLean, 2010). This essay will define and discuss

these principles, followed by a real-life application of these principles in a workplace scenario.

Principles of Persuasion

The first principle, reciprocity, is based on the mutual expectation of value exchange.

When one party gives something, the receiver is expected to reciprocate, creating a moment of

influence and power for the giver. This principle is deeply ingrained in our social norms and

customs, and it can be leveraged to build trust and develop relationships, both personal and

professional (McLean, 2010).

Scarcity, the second principle, capitalizes on the human desire for exclusivity and rarity.

The perception of inadequate supply or limited resources can motivate people to act quickly.

This principle taps into our fear of missing out, making us more likely to take immediate action

to secure what is scarce (McLean, 2010).

The third principle, authority, involves the credibility and trust that comes from

endorsements by experts or knowledgeable individuals. Demonstrating expertise in a particular

field can significantly enhance the persuasiveness of a salesperson. This principle underscores

the importance of knowledge and expertise in establishing credibility and trust (McLean, 2010).

Commitment and consistency, the fourth principle, is about the human tendency to honor

their word, particularly when it is written down or signed. This principle can be leveraged to
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encourage follow-through on commitments. It emphasizes the importance of consistency in our

actions and commitments, which can significantly influence our decision-making process

(McLean, 2010).

The fifth principle, consensus, involves the power of group influence or the herd

mentality. Testimonials and first-person reports can be highly persuasive, as people often look to

others when making decisions. This principle highlights the influence of social proof in our

decision-making process, making us more likely to follow the crowd (McLean, 2010).

Finally, the principle of liking involves the human tendency to be attracted to people who

make us feel good about ourselves. We are drawn to people who are like us, and this principle

can be used to create a sense of safety and belonging in communication. This principle

underscores the importance of positive interactions and relationships in effective communication

(McLean, 2010).

Application of the Principles in a Workplace Scenario

To illustrate the application of these principles, let's consider a fictional scenario in a

workplace setting. Suppose I was part of a team tasked with developing a new marketing strategy

for our company. I had a unique idea that I believed would be highly effective, but I needed to

persuade my team members to adopt this approach.

I started by applying the principle of reciprocity. I offered to take on additional tasks in

the project, creating a sense of obligation among my team members to consider my proposal.

This gesture was intended to create a sense of indebtedness, making my colleagues more likely

to support my idea (McLean, 2010).

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Next, I used the principle of scarcity by emphasizing that the opportunity to implement

this unique strategy might not come again, creating a sense of urgency. I highlighted the unique

aspects of my proposal, making it seem more valuable and desirable (McLean, 2010).

I then demonstrated my authority on the subject by presenting research and data

supporting my strategy, thereby enhancing my credibility. I made sure to thoroughly explain the

rationale behind my proposal, demonstrating my knowledge and expertise on the subject

(McLean, 2010).

To invoke the principle of commitment and consistency, I asked my team members to

write down their thoughts on my proposal, subtly encouraging them to commit to it. This

strategy was intended to make my colleagues feel more committed to my proposal, making them

more likely to support it (McLean, 2010).

I also used the principle of consensus by sharing testimonials from other companies that

had successfully implemented similar strategies, thereby leveraging the power of group

influence. I highlighted the success of these companies, making my proposal seem more credible

and appealing (McLean, 2010).

Finally, I applied the principle of liking by maintaining a positive and friendly demeanor

throughout the discussions, making my team members more inclined to support my proposal. I

made an effort to build positive relationships with my colleagues, making them more likely to

support my idea (McLean, 2010).

Conclusion

In this scenario, all six principles were applied to the persuasion process. However, it's

important to note that the effectiveness of these principles can vary depending on the context and
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the individuals involved. Nevertheless, understanding and applying Cialdini's six principles of

persuasion can significantly enhance one's ability to influence others in a variety of settings.

References

McLean, S. (2010). Business communications for success. The Saylor foundation.

https://my.uopeople.edu/mod/resource/view.php?id=366452