The Science of Persuasion

on 03 Sep 2013 
The six principles

Need to convince someone about something – like, say, that they should give us a large sum of money so we can buy top notch scrub for the benefit of cute furry creatures? Well then, commit to memory the principles (or shortcuts) in this neat little video.

In summary they are:

  • Reciprocity – people feel obliged to give back to those who have given to them first.
  • Scarcity – opportunities appear more valuable when they are less available.
  • Authority – people rely on those with superior knowledge and wisdom for guidance on how to respond.
  • Consistency – once people have made a choice or taken a stand they will encounter personal and interpersonal pressure to behave consistently with what they have previously said or done.
  • Liking – people prefer to say yes to those they know and like.
  • Consensus – people decide what is appropriate for them to do in a situation by examining what others are doing there.– people feel obliged to give back to those who have given to them first.

The principles are presented in a neat infographic here.

The six principles