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Harnessing the Science of Persuasion
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dennis1088
April 30, 2012
Education
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Harnessing the Science of Persuasion
dennis1088
April 30, 2012
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Transcript
HARNESSING THE SCIENCE OF PERSUASION
Asked to Want to vs.
LEADERSHIP FUNDAMENTAL CHALLENGE: Getting things done through others.
PERSUASION > FORMAL POWER
6FUNDAMENTAL PRINCIPALS OF PERSUASION
LIKING: People like those like them, who like them.
Tupperware Party Phenomenon Praise Similarity & To influence people win
friends LIKING:
RECIPROCITY: People repay in kind.
RECIPROCITY: Model the behavior you want to see from others.
SOCIAL PROOF: People follow the lead of similar others.
Influence best exerted HORIZONTALLY rather than VERTICALLY SOCIAL PROOF:
CONSISTENCY: People fulfill written, public, and voluntary commitments.
CONSISTENCY: “He that complies against his will, is of his
own opinion still.” - Samuel Butler Written statements become more powerful when they're made public.
AUTHORITY: People defer to experts who provide shortcuts to decisions
requiring specialized information.
AUTHORITY: TO GOOD SHORTCUT DECISIONS VISIBLE MAKE EXPERTISE
SCARCITY: People want more of what they can have less
of.
SCARCITY: Language of loss more effective than language of gaining.
>VALUE <AVAILABLE =
PUTTING IT ALL TOGETHER