Unit 6 Written Assignment
1. The Six Principles of Persuasion
Define the 6 principles of persuasion
Persuasion is an important aspect of communication, certainly a significant business activity. Regardless of whether this comes in the form of a sender influencing a party or the receiver itself is being influenced. Typically, this could come in the form of a salesman or, even a manager communicating with key stakeholders, such as potential investors.
The following six principles would certainly be considered by those formulating an advertising campaign for a new product. An advertising copywriter, and a manager of such a campaign would certainly benefit from developing a familiarity of these principles.
Reciprocity
Simply put the reciprocity
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Authority
Authority is an important point to consider with discussing persuasion. This particular principle implies that a person is far more likely to be persuaded to use a product or service that has an element of authority supporting it. This could be something superficial, such as a logo or brand, or something more official such as the endorsement of a person of an official capacity or, something that has the trappings of authority such as uniforms or insignia that imply an authoritative endorsement (Referral Candy, n.d.).
Commitment and Consistency
This principle of persuasion is significant as it implies that once we have made a decision we tend to commit to the decision that we have made.
This can be achieved through firstly introducing a customer through small actions, encouraging public commitments which can improve the chances of the customer committing and finally through rewarding a customer by making a commitment to a particular brand (Referral Candy,
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It can consist of a product being endorsed by peers or even celebrities. In short, this means if such people like a particular product, then it must be a good product. It can carry weight and persuade a particular audience this it is a product or service is of high quality.
This principle can often be applied to advertising campaigns of a high end product, being endorsed by a celebrity. Another way this might be used is when a product, for example, is being endorsed by one’s own peers in a social media campaign (Referral Candy, n.d.).
Liking
Finally, the liking principle is one that will often be used in the art of persuasion. This can be used effectively, where a product can be seen as “likable” if for example it has been endorsed by someone perceived to be physically attractive or perhaps someone that demonstratives the behaviors of a friend, such as showing similar traits or someone that can be related to.
Another aspect of this principle is applied to the persuasion which is developed through companies who develop relationships with customers. This is certainly something which is developed over a long period of time. This could, for example, be used to develop a
Advertising has became a race, a race of passing information to customers in order to change their buying decisions. Because of that, it is difficult to keep the content of an advertisement true to the fact. Facts or benefits of a product are often exaggerated in modern advertisements. Brands create these new images of the product to expand the role of their actual service.
This is the where there is use of some attraction to the consumers and in this case the use of an ...
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
Kerbel, Matthew R. (1993). An Empirical Test of the Role of Persuasion in the Exercise of
The six principles of persuasion are easy to identify and implement when working to persuade someone. These powerful tools in the field of social psychology help to make a message truly and successfully persuasive. They appeal to people universally, and are “scientifically validated principles […] that provide for small practical, often costless changes that can lead to big differences in [one’s] ability to influence and persuade others” (“Principles of Persuasion”, 2017).
One principle that I believe to be an ethical principle of persuasion is “liking”. A concept in the book that helps support
Persuasion is a commonly used communication technique that allows us to socially influence a certain topic positively or negatively. Its purpose is to help affirm or nullify an idea, belief or attitude. Sometimes the exact topic is very detectable in communication such as during debates but other times it displayed a little more subtly. Persuasion is more than just verbally speaking. Non-verbal communication such as body language, tone and pitch of the voice can also add to the affirmation of the topic. The setting and location also help encourage the acceptance of what is being persuaded.
Persuasion is the force exerted to influence behavior that includes a reflected change in attitude. Everyday we are bombarded with messagesfrom people who wish to influence our behavior and attitudes. Persuasion canbe used to accomplish good as well as bad, though, in my paper I willrefrain from making value judgements and only report the factual aspects. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors from change. When trying to persuade someone, there are two different methods from which to choose-the central and peripheral routes. The central route persuades by usingdirect arguments and pertinent information. The peripheral route persuadespeople by association with incidental cues
The first principle of persuasion is likeability. If a person knows you, likes you and trusts you, you will have more influence on that person. Many factors play into whether or not a person or group likes another person or group. Being attractive, having similarities or common ties, familiarity, praise and being complimentary, and also being connected to the positive help one to be more likeable. Reciprocity is the basic concept of ‘you scratch my back and I’ll scratch yours’, and ‘what goes aournd comes around’ (Myers, 2010, pg. 237). Performing favors is a powerful tool to influence because people feel obligated to repay that favor. The third principle listed is social proof. This is related to peer pressure as people tend to look to others to substantiate and justif...
Advertising has been a part and parcel of everyone's life. In recent decades, advertising has increased marketing has increased attention and interest in the linguistic aspect of advertising trying to figure out new methods, principles, with an aim to be unique and effective. moreover, it consolidates language, pictures, music as well as provides information, imagination, and emotions. In advertising, advertisers use various techniques and strategies to sell their products in the market.
Every day in our life's we are persuaded to make choices. Persuasion is a very
Robert Cialdini’s book Influence: The Psychology of Persuasion explains persuasion through something he
celebrity or expert to support or sell an idea. Many ads or comercials use testimonials. For example Proactiv released an ad with Justin Beiber on it to sell their product. An example of a testimonial in the book "Animal Farm" is when Boxer would repeat "Comrade Napoleon is always right". Boxer was seen as a celebrity to the animals for how hard he worked, therefore the animals beleived him.
The book, Influence: The Psychology of Persuasion by Robert B. Cialdini illustrates the implementation of reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. The book identifies these six principles as weapons of influence in aiding with persuasion. The following explains and applies each principle.
How does credibility affect persuasion? What can you do to build credibility with your audience when you are trying to persuade them to think or act differently?