3.3 Persuasion Techniques and Influence Strategies

Persuasion techniques and influence strategies are key tools in negotiation. They tap into human psychology to sway others' thoughts and actions. From reciprocity to scarcity, these methods leverage our innate tendencies to make decisions and form opinions.

Understanding these techniques is crucial for effective bargaining. By mastering persuasion models like the Elaboration Likelihood Model, negotiators can craft messages that resonate with their audience and achieve desired outcomes. These skills are essential for success in various professional and personal contexts.

Cialdini's Principles of Influence

Reciprocity and Commitment

Top images from around the web for Reciprocity and Commitment

• 

  Stages of Negotiation | Organizational Behavior and Human Relations View original

  Is this image relevant?

• 

  Persuasion | Introduction to Psychology View original

  Is this image relevant?

• 

  How to Become a Rhetorically Effective Speaker – Starr Sumner – Medium View original

  Is this image relevant?

• 

  Stages of Negotiation | Organizational Behavior and Human Relations View original

  Is this image relevant?

• 

  Persuasion | Introduction to Psychology View original

  Is this image relevant?

1 of 3

Top images from around the web for Reciprocity and Commitment

• 

  Stages of Negotiation | Organizational Behavior and Human Relations View original

  Is this image relevant?

• 

  Persuasion | Introduction to Psychology View original

  Is this image relevant?

• 

  How to Become a Rhetorically Effective Speaker – Starr Sumner – Medium View original

  Is this image relevant?

• 

  Stages of Negotiation | Organizational Behavior and Human Relations View original

  Is this image relevant?

• 

  Persuasion | Introduction to Psychology View original

  Is this image relevant?

1 of 3

• Reciprocity drives people to return favors or gestures they receive from others
  • Creates a sense of obligation to reciprocate
  • Commonly used in marketing (free samples, promotional gifts)
• Commitment and consistency motivate individuals to align their actions with previous statements or behaviors
  • People strive to maintain consistency between their words and actions
  • Can be leveraged by getting small commitments that lead to larger ones

Social Proof and Authority

• Social proof influences people to follow the actions of others in uncertain situations
  • Relies on the assumption that others possess more knowledge about a situation
  • Manifests in various forms (customer reviews, testimonials, popularity indicators)
• Authority principle leads people to comply with requests from perceived experts or authority figures
  • Individuals tend to defer to those with credentials, titles, or uniforms
  • Can be utilized by featuring expert endorsements or showcasing professional qualifications

Liking and Scarcity

• Liking principle makes people more likely to say yes to those they like or find similar to themselves
  • Factors influencing liking include physical attractiveness, similarity, and familiarity
  • Can be employed by building rapport and finding common ground with others
• Scarcity principle increases the perceived value of items or opportunities that are limited or dwindling
  • Creates a sense of urgency and fear of missing out (FOMO)
  • Often used in marketing (limited-time offers, exclusive deals)

Persuasion Techniques

Incremental Persuasion Strategies

• Foot-in-the-door technique involves making a small request before a larger one
  • Increases compliance with the larger request by establishing a pattern of agreement
  • Works by leveraging the principle of consistency
  • Can be applied in sales, fundraising, or negotiation contexts
• Door-in-the-face technique starts with an extreme request before making a more reasonable one
  • Initial large request is typically rejected, making the subsequent smaller request seem more reasonable
  • Utilizes the contrast principle and reciprocity
  • Effective in various scenarios (charity donations, price negotiations)

Cognitive Framing and Narrative Techniques

• Framing involves presenting information in a way that influences how it is perceived
  • Can significantly impact decision-making and judgment
  • Includes positive vs. negative framing, gain vs. loss framing, and attribute framing
  • Widely used in politics, marketing, and negotiations
• Storytelling engages emotions and creates memorable experiences to persuade
  • Helps convey complex ideas in relatable and understandable ways
  • Increases retention and recall of information
  • Can be used in various contexts (presentations, advertising, leadership)

Persuasion Models

Elaboration Likelihood Model (ELM)

• ELM explains how attitudes form and change through two routes of persuasion
  • Central route involves careful consideration of the message's arguments
    • Requires high motivation and ability to process information
    • Results in more enduring attitude changes
  • Peripheral route relies on superficial cues rather than message content
    • Used when motivation or ability to process is low
    • Leads to less stable attitude changes
• Factors influencing route selection include personal relevance, need for cognition, and distraction
• Applications of ELM span various fields (advertising, public health campaigns, political messaging)
• Understanding ELM helps tailor persuasive messages to different audiences and contexts