Persuasion can be a powerful force that affects the decisions and actions that people take. It is a process in which one person or entity tries to influence another person or group of people to change their beliefs or behaviors. It is distinct from coercion, in that the people receiving the message have a choice about whether to act on it. ("Coercive persuasion" refers to indoctrination or brainwashing, such as may occur in a cult.) Show
Persuasive messages are symbolic (using words, images, and sounds) and may be transmitted verbally or nonverbally, via media or face-to-face communication. Persuasion may be overt or subtle. Understanding how it works can help you become more aware of how you are influenced by persuasive messages. Psychologists recognize six characteristics of persuasion, originally identified by Robert Cialdini, PhD, in 1984. These principles describe what makes persuasive messages influential and successful. Some efforts at persuasion may use several of these tactics simultaneously. As humans, we tend to want to repay others when they have done something for us. You might easily persuade a friend to do a favor for you if you have already done one for them. In a business context, reciprocity could mean being willing to provide your email address in order to receive a discount on your purchase. You might be persuaded to change your behavior if you are convinced that you will lose access to something, or that there isn't enough of it to go around. You can see this principle in action when an airline alerts you that there are only a few seats left on a flight you're considering, or a retailer advertises a limited-time sale. If you believe that a person or other entity has expert knowledge, you may be more likely to be persuaded by their message. An advertiser or political candidate might use an authority figure, such as a physician, historian, or scientist, to support their argument. People have a tendency to continue their previous behavior or stick with a decision they have made. In an interview, Cialdini gave a example of this involving a restaurant that struggled with no-shows. When a patron made a reservation, if the receptionist asked them to call if they needed to cancel (and got an affirmative reply), they were much less likely to miss their reservation. The patrons were effectively making a promise, and were committed to keeping it. This is the "safety in numbers" principle. If we see that our friends or peers have made a purchase, supported a political candidate, or otherwise agreed with a persuasive message, we may be more likely to agree with it too. If you know and like the person (or even business, political party, or government agency) trying to persuade you of something, you will be more inclined to agree with their argument. This is similar to the "social proof" principle, but is more about the quality of the relationship, where social proof is about quantity. Political campaigns, mass media, social media, and advertising all use the power of persuasion to influence us. Sometimes we like to believe that we are immune to persuasion, that we can see through the sales pitch, comprehend the truth in a situation, and come to conclusions all on our own. This might be true in some scenarios, when an attempt at persuasion is clear: You know that a salesperson's job is to sell you something, and that a campaign ad is designed to persuade you to vote for a candidate. A social media influencer's sponsored content may be clearly labeled as such. But persuasive messages can also be subtle. Look for elements of the six principles of persuasion to identify an attempt to persuade you. This might mean phrases such as "limited availability" (scarcity), "doctors say" (authority), or "customers agree" (social proof),
Advertisements that urge viewers to buy a particular product are a form of persuasion. So are political debates, where candidates try to sway voters to their side. Persuasion is a powerful force in daily life and has a major influence on society and a whole.
Negative examples of persuasion often come to mind—as in an ad trying to get you to buy something you don't need, peer pressure that causes you to make a poor decision, or even deliberate misinformation. But persuasion can also be used in a positive way: Think of public service or health campaigns that urge people to recycle, quit smoking, or practice social distancing to help protect themselves and their community. Being informed about persuasion and persuasive techniques can help you recognize persuasion and respond to it. It can also help you use it to influence the behavior of others. When you are trying to make a decision (about something big, like who to vote for, or small, like what movie to watch), gather information to help you make a wise choice. But be thoughtful and even skeptical about that information. Who is providing it, and what is their motivation? Do they stand to gain in some way from your choice? Be sure you trust your sources.
Being aware of persuasive techniques and of the trustworthiness of information used to make choices can help you resist persuasion. It's also important to be willing to change your mind. Feeling burdened by sunk costs—or the perception that you've already invested too much in a decision to be able to back out—could lead you to be persuaded to go against your better judgment.
People who are impulsive may be more susceptible to persuasion than others. Similarly, people who lack self-control also tend to be susceptible to persuasion. So taking steps to improve your self-control can help you resist persuasion.
You can use your knowledge of persuasion to convince others to align with your point of view. For example, if you want your partner to visit a new restaurant with you, you could remind them that a friend whose opinion they trust recommended the place (liking), that it has dozens of positive reviews from other diners (social proof), or that they chose the restaurant last time (reciprocity). Your knowledge and understanding of your audience (in this case, your partner) can help you decide which persuasive techniques will be most effective. For instance, maybe your partner doesn't care about what other diners think, but they do hate to miss out on something unusual. In that case, you might try a scarcity tactic: "This specialty dish is only available on Sundays, and only to the first ten diners."
Research shows that projecting confidence via your tone of voice makes you more persuasive. Even if you don't feel confident in your argument, sounding as if you do helps you succeed.
Persuasion can be both a positive and negative force. Learning more about how persuasion works can help you better understand how you might be influenced by the messages you see and hear. It can also give you the tools you need to make persuasive arguments of your own. Persuasive speaking is a skill that you can apply regularly throughout your life, whether you are selling a product or being interviewed. 2,300 years ago, Aristotle determined the components needed for persuasive speaking. They are referred to as the three pillars of persuasion - ethos, pathos and logos. In this article, we discuss how to use the three pillars for public speaking. What are ethos, pathos and logos?Ethos, pathos and logos are modes of persuasion used to convince and appeal to an audience. You need these qualities for your audience to accept your messages.
Ethos - The Ethical AppealEthos is Greek for "character" and "ethic" is derived from ethos. Ethos consists of convincing your audience that you have good character and you are credible therefore your words can be trusted. Ethos must be established from the start of your talk or the audience will not accept what you say. In fact, ethos is often established before your presentation, for example, you may be the CEO of the company you're presenting to so you're already perceived as a specialist. Why is ethos important?
Characteristics of ethosThere are four main characteristics of ethos:
1. Trustworthiness and respectThe audience are more likely to be respect you and think that what you're saying is true if they perceive you as trustworthy. This judgement is formed using factors such as:
2. Similarity to the audienceListeners are more likely to be convinced by someone they can relate to. For example, you may share:
If you do not share traits with your audience you can choose to adjust your:
But don't do too much as your listeners will seen you as not being genuine. Tony Robbins, a well known authority in the life coaching space, giving a TED Talk on ‘Why we do what we do’. 3. AuthorityIf the audience perceive that you are an expert they are more likely to be persuaded by what you say. Remember that every presenter has authority because they are the speaker. For example:
4. Expertise and reputationExpertise is your knowledge of the subject. Reputation is what your audience knows about your knowledge of the subject. Reputation depends on:
Fast-track your career with award-winning courses and practice. Explore CoursesMerging the four characteristics of ethosNot all of characteristics have to be present to develop high ethos, for example, a university lecturer speaking to her students is most likely perceived as trustworthy as the lecturer is known to provide correct information, she has authority over the 18-21 year olds due to her job title and her age. But she's not similar to her students because of this. She has been working in this area for 30 years and at the university for 5 years (expertise) and has contributed largely to the area through a number of studies and subsequent papers (reputation). This is enough ethos for the audience to be persuaded by what she says. Another person, such as a manager addressing her employees may have a different combination of these traits but still have enough ethos. It's hard to achieve complete ethos, especially considering that having authority often reduces similarity. Improve ethosAuthority and reputation are usually predetermined before your presentation so it's difficult to change the audience's mind about this. But it's easier to change people's perception about how trustworthy and how alike you are during the presentation. Improve ethos day to day:
Improve ethos before a speech:
Telling personal stories during a presentation is a great way to increase ethos. Increase ethos during a speech:
Improve ethos after the presentation
Pathos - The Emotional AppealPathos is Greek for suffering and experience. Empathy, sympathy and pathetic are derived from pathos. Pathos is to persuade by appealing to the audience's emotions. As the speaker, you want the audience to feel the same emotions you feel about something, you want to emotionally connect with them and influence them. If you have low pathos the audience is likely to try to find flaws in your arguments. Why is pathos important?Emotions are motivators so the audience is more likely to be persuaded and act on your requests by using pathos. Pathos is more likely to increase the chances of your audience:
Example of pathos during a speech Girls Who Code Founder Reshma Saujani explains how one of her students created an algorithm to detect false positives in breast cancer testing after her dad was diagnosed with cancer. Watch the full video here: Why We Need Women in Tech Improving pathos
Fast-track your career with award-winning courses and practice. Explore CoursesLogos - The Logical AppealThe word “logic” is derived from logos. Logos is to appeal to logic by relying on the audience's intelligence and offering evidence in support of your argument. Logos also develops ethos because the information makes you look knowledgeable. Ask the following questions to decide if you have achieved logos:
Why is logos important?Essentially, logical arguments that make sense are not easily dismissed. Improving logos
Be comprehensive
Engage the audience by asking them questions during your speech to increase logos. Be logical
The audience are using both types of reasoning as you speak, so their beliefs may interfere with them accepting your conclusions. Overcome these by building your argument on the audience's widely held beliefs - commonplaces. For example, a company's main value and therefore commonplace may be "Compassion makes us the best company". Use the audience's commonplace like a fact and apply it to a new situation. So if you want to encourage your staff to join a committee, use their commonplace, for example, rather than your belief say: "This committee needs considerate and kind-hearted people." Be specific
There is uncertainty over which pillar is the most important - Aristotle thought that logos was vital but when used by itself it lacks impact. So ensure that you treat all three pillars with equal importance to succeed in persuading your audience. |