Article1-Harnessing the Science of Persuasion-Summary+Notes.pdf
University of Toronto Scarborough
Hugh Mac Donald
Article 1- Harnessing the Science of Persuasion (Robert B. Caildini)
Do you have the power to capture your audience, sway undecideds, convert opponent?
In an era of cross-functional teams and intercompany partnerships, masters of persuasion
exert far greater influence than formal power structure.
From behaviour science: persuasion works by appealing predictably to deeply rooted human
- People like those like them, who like them.
- To influence people, win friends.
- Uncover real similarities and offer genuine praise.
- Similarity: create early bonds with new peers by informally discovering
commons.-->presumption of goodwill and trustworthiness
- Praise: make positive remarks about others.
- Ex. Tupperware Party: the guest’s fondness for their hostess weighted twice as heavily in
their purchase decisions as their regard for the products they boughtnot only buying
them to please themselves but their hostess
- People repay in kind.
- Give what you want to receive.
- Charities rely on reciprocity to help them raise funds.
- Obtain a small gift in a letter response doubled!
- Gifts have a startling effect on retention.
- Managers can elicit the desired behaviour from coworkers and employees by displaying it
- Help your colleague who is in shorthanded of workersincrease your chance of getting
help when you need it next time
- People follow the lead of similar others.
- Use peer power to influence horizontally whenever it’s available
Ask an esteemed old timer to support your initiative
- Human beings rely heavily on the people around them for cues on how to think, feel, act.
- Door to door donation: show a list of their neighborhood who donatedthe person is
more likely to donate
- Residents of NY city were asked to return a lost w