Harnessing the Science of Persuasion

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University of Toronto Scarborough
Management (MGS)
Phani Radhakrishnan

Harnessing the Science of Persuasion 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 The Principle of Social Proof: People follow the lead of
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