MGTA35H3 Lecture 7: Notes.13
Document Summary
Arousing emotions- evoke by using supportive materials like provocative narratives or powerful language such as vivid metaphors. Harnessing the science of persuasion by robert b. cialdini- six fundamental principles of persuasion: The application: uncover real similarities and offer genuine praise. Two stand out factors that highly increase liking- similarity (good to identify and build the similarity attribute earlier to gain trust in subsequent visits) and praise. The application: give what you want to receive. Social proof- people follow the lead of similar others. The application: use peer power whenever it(cid:859)s a(cid:448)aila(cid:271)le. Bette(cid:396) (cid:449)he(cid:374) (cid:272)o(cid:373)es f(cid:396)o(cid:373) people (cid:455)ou k(cid:374)o(cid:449) tha(cid:374) f(cid:396)o(cid:373) those (cid:455)ou do(cid:374)(cid:859)t k(cid:374)o(cid:449). The application: make their commitments active, public and voluntary. Get it in writing and for more effectiveness, get it public. The appli(cid:272)atio(cid:374): e(cid:454)pose (cid:455)ou(cid:396) e(cid:454)pe(cid:396)tise, do(cid:374)(cid:859)t assu(cid:373)e its self- evident. Scarcity- people want more of what they can have less of. The application: highlight unique benefits a(cid:374)d e(cid:454)(cid:272)lusi(cid:448)e i(cid:374)fo(cid:396)(cid:373)atio(cid:374).
