Persuasion is a form of communication that is used to influence people's decisions and behaviors, and it can be used in many different contexts, such as marketing, politics, health communication, and interpersonal relationships.
The Power of Persuasion
Persuasion is an important concept in psychology, and it can be defined as the process of influencing people's beliefs, attitudes, and behaviors by using arguments, facts, and other forms of social influence. Persuasion is a form of communication that is used to influence people's decisions and behaviors, and it can be used in many different contexts, such as marketing, politics, health communication, and interpersonal relationships. It is a complex process that involves the communication of a message and the subsequent evaluation of the message by the recipient. The effectiveness of persuasion is determined by a variety of factors, such as the content of the message, the context of the communication, the audience, and the communicator's ability to understand and connect with the audience.
6 Principles of Persuasion
- Reciprocity: looking to repay others for something they have done for us.
- Scarcity: convinced you will lose access to something, or not enough of it to go around.
- Authority: belief that someone has expert knowledge
- Consistency or Commitment: the tendency to continue previous behavior/stick with a decision.
- Social Proof: “safety in numbers”- others have made a decision you are more likely to agree with
- Liking: know/like a person you may be more inclined to agree with. Similar to “social proof.”
Signs of Persuasion: Political campaigns, mass media, social media, and advertising all use the “power of persuasion” to influence others decision making. Persuasive messages can be subtle so recognizing the six principles of persuasion can help identify attempts to persuade you. Advertisers use phrases such as “limited availability” (scarcity), “doctors say” (authority) or “customers agree” (social proof).
Responding to persuasion can be challenging. Gathering information to make an informed choice can be helpful. Becoming aware of persuasive techniques and the trustworthiness of the source can help with decision making. Being comfortable to change your decision.
Persuasion can be both a positive and negative force. Learning about persuasion helps you understand how you are influenced by the messages around you, giving you tools to make persuasive arguments of your own.
Michelle Haidacher, LCSW
CHE Quality Assurance Associate
