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The Six Fundamental Principles: Daniel Duric, Iaroslava Pozniak, Christopher Tombrink

The document outlines six fundamental principles of persuasion: 1. Similarity and praise - establishing bonds early through finding similarities and offering genuine praise increases liking. 2. Reciprocity - giving what you want to receive in terms of trust, cooperation, or demeanor to elicit desired behaviors. 3. Social proof - people are more likely to do something the more other people, especially familiar people, are seen doing it. 4. Commitment - making promises or commitments public, active, and voluntary makes them more likely to be fulfilled. 5. Authority - relying on or establishing expertise increases influence. 6. Scarcity - things seen as less available seem more valuable, so

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Karthikeyan Muttan
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59 views13 pages

The Six Fundamental Principles: Daniel Duric, Iaroslava Pozniak, Christopher Tombrink

The document outlines six fundamental principles of persuasion: 1. Similarity and praise - establishing bonds early through finding similarities and offering genuine praise increases liking. 2. Reciprocity - giving what you want to receive in terms of trust, cooperation, or demeanor to elicit desired behaviors. 3. Social proof - people are more likely to do something the more other people, especially familiar people, are seen doing it. 4. Commitment - making promises or commitments public, active, and voluntary makes them more likely to be fulfilled. 5. Authority - relying on or establishing expertise increases influence. 6. Scarcity - things seen as less available seem more valuable, so

Uploaded by

Karthikeyan Muttan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The six fundamental principles

Daniel Duric, Iaroslava Pozniak,Christopher Tombrink


 Studies show that persuasion is governed by
basic principles that can be thought, learned
and applied.

 There are six fundamental principles


 Application: Uncover real similarities and
offer genuine praise

 Two factors increase liking:

 Similarity and Praise


 Similarity: It is important to establish the
bond early because it creates a presumption
of good will and trustworthiness

 Mangers use similarities to create bonds

 Praise: it both charms and disarms

 positive remarks about another person’s


traits, attitude or performance generate likely
in return
 Application: Give what you want to receive

 we are human so subjected to the universal


tendency of treat people the way they treat us

 Managers can elicit the desired behavior


from coworkers and employees by displaying
it first
 whether it is a sense of trust, a spirit of
cooperation or a pleasant demeanor, leaders
should model the behavior they want to see
from others

 gift giving it is also an application of


reciprocity

 Examples: Purchasing managers and loyal


employee
 Application: Using Peer power whenever
available.

 Studies show that, the more people choose


something, the bigger the amount of people
that follow.

 Studies shown it had to be someone they


knew or someone similar to them.
Examples

 Researchers solicited donations. The longer


the list, the more likely were to donate.
(Familiars)

 Study made in New York to recover wallets.


The more Nyers did it, more would follow.
(Familiars)
 The application: Make Their Commitments
Active, Public and Voluntary

 This is similar to the first concept, but


accordance to committing.

 The more public something is made about a


promise or deadline, the more likely they are
to comply.
 Israel, people asked to sign petition for
establishing recreation centre for
handicapped.

 Request small/good, almost all asked, signed


 Two weeks later, National Collection Day for
Handicapped.

 All residents given petition, half who weren’t


ask signed, but from signed, 92 percent
made contribution

“Believe an expert” - description of what
people actually do


Relying on experts


Establishing own expertise before exert the
influence


Making visible expertise

Items and opportunities seen to be more
valuable as they become less available


power of “loss language”


Harnessing the persuasive power of
exclusivity


Rule of reciprocity
 all principles should be applied in
combination compound their impact

 the rules of ethics apply to the science of


social influence just as they do to any other
technology

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