The Psychology of Persuasion
Key Findings
Robert Cialdini and Steve Martin conducted a study to prove that humans can be persuaded and influenced. The key findings in their study showed that influencing others can be done through six principles (Robert & Steve, 2006). The first one is the principle of reciprocity, which is the traditional act of give and take. It is common practice that if a friend invites one for dinner and remembers their birthday, the individual will also be obliged to do the same. When influencing people, one should use the power of scarcity by convincing others about scarcity. They found that people value things that are scarce to find (Robert & Steve, 2006). The third principle of influencing people is through using authority. The researchers found that people are content with expert advice concerning this principle. The fourth principle is consistency, and in this principle, the researchers found that people tend to align with public declarations of commitments. Social proof is the fifth principle of convincing others (Robert & Steve, 2006). In this principle, the researchers found that people turn to society when unsure of the decision to make. The sixth principle is liking. Concerning this principle, the researchers found that people say yes and comply with requests from those who like them.
Conclusion
The researchers concluded that one could convince people when they use at least more than one of these principles. This finding is also supported by Rocklage, Rucker, and Nordgren (2018), who has argued that there is a connection between emotions and persuasion. When looking at the findings, there is a significant connection between the targeted individual’s emotions and the professional’s persuasive approach. The researchers have also pointed out that these approaches can be used in the office, for instance, when persuading an official or a fellow employee. Additionally, this finding has also concluded that there is a link between persuasion and the human mind.
There are critiques of this book. Firstly, some scholars think the six principles are too convincing, and some people would like to experiment with them. When doing so, many have failed because they end up overdoing it. Therefore, it is advised that one should not use more than three or too many of these six principles at the same time. One may end up looking as if they are over-convincing, which can sometimes annoy the person being convinced (Harvard Business Review, 2013). The second critique is that the author oversimplified the process of persuasion. Perhaps he left out other important factors in the process, so he has had to revise the principles further over the years and develop a 7th principle called unity.
The science of persuasion can be used during negotiations as part of social welfare and social change. For instance, when a union negotiates on behalf of workers, such approaches can be used. Also, they can be useful when healthcare professionals advocate for patient welfare. They may also be useful in changing people’s perspectives and opinions towards socially contentious issues.
References
Harvard Business Review. (2013). The Uses (and Abuses) of Influence. Harvard Business Review. https://hbr.org/2013/07/the-uses-and-abuses-of-influence
Robert, C. & Steve, M., (2006). “The Power of Persuasion” Training Journal. Pg. 40
Rocklage, M. D., Rucker, D. D., & Nordgren, L. F. (2018). Persuasion, Emotion, and Language: The Intent to Persuade Transforms Language via Emotionality. Psychological Science, 29(5), 749–760. https://doi.org/10.1177/0956797617744797
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Question 
Prompt: Robert Cialdini is one of the best-known researchers on the topic of persuasion. He also has a book out by that same title: Influence: The Psychology of Persuasion.
The Psychology of Persuasion
Summarize some of the key findings/conclusions made by Cialdini’s research. In what ways has his research been criticized? What are some ways in which persuasion can be connected to social welfare and social change?
Use research from the Shapiro Library to support your claims.
*** Important ***
Times New Roman 12
APA format 7th edition
Two paragraphs
Due Thursday morning
2/23/2023
Please use peer-reviewed articles from the Shapiro library
Please spell-check before sending it to me.