For over six decades, researchers have delved into understanding how we are persuaded. Surprisingly, the art of persuasion isn’t just about presenting all available information but often relies on specific psychological shortcuts. In our fast-paced world, these shortcuts become ever more crucial in decision-making processes.
The Six Universal Principles of Persuasion
- Reciprocity
The principle of reciprocity highlights our tendency to return favors. For example, if someone does something for us, we naturally want to reciprocate. Studies in restaurants have shown that simple acts, like giving a mint along with the bill, can significantly increase tips. The key here is to be the first to offer something personalized and unexpected. - Scarcity
We tend to want more of what is less available. A classic example is how British Airways’ sales soared when they announced the discontinuation of their Concorde flights. The principle of scarcity teaches us that it’s effective to highlight what is unique about our proposition and what others stand to lose if they don’t consider it. - Authority
People are more likely to follow the advice of credible, knowledgeable experts. Demonstrating authority, like a physiotherapist displaying medical diplomas, can increase compliance with recommendations. It’s important to convey one’s expertise and credibility before attempting to persuade. - Consistency
This principle is based on our desire to be consistent with what we have previously said or done. For example, a small initial commitment, like agreeing to support a campaign, can lead to larger consistent actions later. Persuasion can be more effective when asking for small initial commitments that align with later requests. - Liking
We are more likely to say yes to people we like. Liking can come from perceived similarities, compliments, or shared goals. This principle is particularly useful in negotiations, where establishing common ground or similarities can lead to more successful outcomes. - Consensus
When uncertain, people look to the behaviour of others. For instance, knowing that most hotel guests choose to reuse towels can encourage more guests to do the same. Highlighting what others are already doing, particularly those similar to us, can be a powerful persuader.
These six principles of persuasion offer practical, often costless, approaches to enhance our influence ethically. Understanding and applying these principles can lead to significant improvements in our ability to persuade and influence others in various aspects of life.