Scribd
Upload
34 views16 pages

6.mobilising Support Principle

This document discusses Robert Cialdini's six principles of persuasion: liking, reciprocity, social proof, consistency, authority, and scarcity. It provides tactics for applying each principle to change management, such as using similar employees to communicate change, offering help to build reciprocity, arranging visits to organizations that implemented similar changes for social proof, getting public commitments for consistency, developing competence to build authority, and communicating opportunities employees may miss without change for scarcity. The conclusion notes Cialdini's principles are research-based and reflect common mental models.

Uploaded by

Waqas Anjum
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
34 views16 pages

6.mobilising Support Principle

This document discusses Robert Cialdini's six principles of persuasion: liking, reciprocity, social proof, consistency, authority, and scarcity. It provides tactics for applying each principle to change management, such as using similar employees to communicate change, offering help to build reciprocity, arranging visits to organizations that implemented similar changes for social proof, getting public commitments for consistency, developing competence to build authority, and communicating opportunities employees may miss without change for scarcity. The conclusion notes Cialdini's principles are research-based and reflect common mental models.

Uploaded by

Waqas Anjum
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 16

Mobilising support

six principle of
persuasion
Lecturer Hira Aslam

The Psychology
Persuasion

How we can influence and persuade individuals


to do something that they would not to do on
their own?

Robert Cialdinis an international well known


social psychologist, has done extensive
research on the science of persuasion over the
last 30 years. His book, influence The
psychology of influence and persuasion most
cited in the field of influence and persuasion.

The Psychology
Persuasion

Cialdini presents the six principles of persuasion.

1. Liking
2. Reciprocity
3. Social proof
4. Consistency
5. Authority
6. Scarcity

Liking Principle
What is based on?

Individuals like people who are similar to them,


who like them who praise them. therefore, we
are more likely to be influenced by people who
are similar to us, familiar to us.

Liking Principle
Change management Tactic

Use first-level supervisors and employees to


communicate change to other employees.

Be appreciative of employee and their past


efforts.

Reciprocity Principle

Cialdinis second principle is reciprocity; it leads


people to repay in kind what they receive.

Cialdini calls this the universal human tendency


to treat people the way one get treated.

Individuals feel obligated to repay in kind, when


they receive help, gifts or praise without
asking.

Reciprocity Principle
Change management Tactic

Practice generosity and benevolence towards


employees in normal times.

employees are more willing to trust managers


who are perceived as being benevolent.

Offer help to peers and staff who need help.

Social Proof Principle

The principle of social proof asserts that


individuals rely around them for cues on how to
think, feel and action.

In simple terms, our friends, neighbors,


colleagues and people around us have the most
influence on us.

in short people are influenced by others who


are similar to them.

Social Proof

The best way to mobilize support is through the


use of teams. Individuals who are part of a
team will respond more positively to the
suggestions and ideas of their team members.

Arrange visits to other organizations that have


implemented similar change effort.

Build critical mass of change supporters and


influence others through critical mass.

Consistency Principle

The principle of consistency refers to the need


for consistency in human being between their
commitments and actions.

people feel compelled to fulfill voluntary,


public and written commitments.

Consistency Principle
Change management Tactic

The implication of this principle for change


management Is that if you can get active,
volunteer and public commitment for change
from your employees, they will tend to support
the change when it is executed.

Sense of ownership is very necessary by


involving them and them to respond on certain
situation, they share their ideas and views on
how the problem could be resolved.

Authority Principle

The principle of authority claims that we are


more likely to be influenced by individuals who
are perceived as experts.

In the context of the change management, this


means that employees are more likely to be
influenced by a manger who is perceived to be
competent in his/her job.

Authority Principle
Change management tactic

One way you can influence people is to earn


their trust and respect. The best way to do that
is
by
developing
your
technical
and
professional competence. If people around you
perceive you to be competent they are more
likely to trust you and will be willing to be
influenced by you.

develop
technical
and
professional
competence in you job so that others around
see you as being competent.

Scarcity Principle

The principle of scarcity makes us want more of


what we can have less of. In other words, when
things are available less readily, they become
more valuable.

In short people tend to value things that are


relatively in short supply.

Scarcity Principle
Change management Tactic
Share strategic information with the employees; identify the
opportunities they are likely to miss if the organization does not
undergo change.
In other words, when we are told that we are likely to respond
relatively to lose money or opportunity if we did not take some
action. Manager are encouraged to communicate how the change
would make things better for the employees and organization by
telling them that change is framed as improvement, progress,
development and growth has better chances of being supported.

Conclusion

Cialdini principles of influence and persuasion


are based on research and empirical data. They
are all based on the commonly observed and
mental models that are individuals employ in
day to day situations.

You might also like