Study Guides (390,000)
CA (150,000)
UTSC (10,000)
MGS (50)

Harnessing the Science of Persuasion

Management (MGS)
Course Code
Phani Radhakrishnan

This preview shows half of the first page. to view the full 2 pages of the document.
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
The Principle of Social Proof: People follow the lead of similar others
- The Application: Use peer power whenever its available
- Persuasion can be extremely effective when it comes from peers
- Testimonials from satisfied customers work best when the satisfied customer and
prospective customer share similar circumstances
The Principle of Consistency: People align with their clear commitments
- The Application: Make their commitments active, public, and voluntary
- A choice made actively ± one thats spoken out loud or written down or otherwise made
explicit ± is considerably more likely to direct someones future conduct than the same
choice left unspoken
- Written statements become even more powerful when theyre made public
- Commitments must be voluntary to be lasting and effective
The Principle of Authority: People defer to experts
- The Application: Expose your expertise; dont assume its self evident
- Executives should take pains to ensure that they establish their own expertise before they
attempt to exert influence
- People mistakenly assume that others recognize and appreciate their experience
You're Reading a Preview

Unlock to view full version