The Science of Persuasion

In chapter 2 of the text, it says “lucky few have it; most of us do not. A handful of gifted “naturals” simply know how to capture an audience, sway the undecided, and convert the opposition. Watching these masters of persuasion work their magic is at once impressive and frustrating. What’s impressive is not just the easy way they use charisma and eloquence to convince others to do as they ask. It’s also how eager those others are to do what’s requested of them, as if the persuasion itself were a favour they couldn’t wait to repay.”

 There are six fundamental principles of persuasion. 

Liking: The desire to agree with a person who resembles you or shares the same value as you.

Reciprocity: The desire to give back when you received an unexpected gift or feedback.

Social proof: The desire to follow the lead of those who are similar to you.

Consistency: People fulfill written, public, and voluntary commitments.

Authority: The desire to trust and agree with an experts based on their visual representation. (a lab coat, uniform) 

Scarcity: The desire to get something that is limited or difficult to obtain. People value what’s scarce.

These different fundamentals are key in order for an organization to run smoothly and to have an idea of what’s the best thing to do in different situations.