MGSC46H3 : Harnessing the Science of Persuasion
12 Mar 2011
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Document Summary
The principle of liking: people like those who like them. The application: uncover real similarities and offer genuine praise. Controlled research has identified several factors that reliably increase liking, but two stand out as especially compelling similarity and praise. The important thing is to establish the bond early because it creates a presumption of goodwill and trustworthiness in every subsequent encounter. Positive remarks about another persons traits, attitudes, or performance reliably generates liking in return, as well as willing compliance with the wishes of the person offering the praise. Along with cultivating a fruitful relationship, adroit managers can also use praise to repair one thats damaged or unproductive. The principle of reciprocity: people repay in kind. The application: give what you want to receive. Gift giving is one of the cruder applications of the rule of reciprocity. Managers can elicit the desired behaviour from coworkers and employees by displaying it first.
