What is persuasion?
Persuasion is the psychological process by which one seeks to influence the beliefs, attitudes, or behaviors of other people ethically and effectively. According to Robert Cialdini, a social psychologist and author of Influence: The Psychology of Persuasion, persuasion is not about manipulation, but about understanding the psychological principles that lead people to say “yes.” Their approach is based on scientific research and observations on how people respond to persuasive stimuli in everyday situations.
What are the 7 principles of persuasion?
Cialdini proposes 7 fundamental principles that act as mental shortcuts to make decisions:
- Reciprocity: People tend to return favors or positive gestures. Example: giving away a free sample can encourage the purchase of a product.
- Commitment and consistency: Once someone takes a small action, they are more likely to follow in the same vein. Example: asking for a minor commitment before requesting a larger one.
- Social approval: People feel influenced by what others do. Example: show positive reviews or satisfied customers.
- Sympathy: We are more likely to say “yes” to people we like or identify with.
- Authority: We tend to follow experts or authority figures. Example: A doctor endorsing a health product.
- Scarcity: We value more what is limited or difficult to get. Example: “Last units available!”
- Unit: People are attracted to those who share a group identity. Example: “We are part of the same community.”
What uses are historically given to persuasion?
Since ancient times, persuasion has been used in different areas:
- Politics: Leaders have used rhetoric and psychological principles to mobilize masses and garner support. For example, Winston Churchill’s speeches during World War II.
- Advertising: Since the Industrial Revolution, brands have used persuasion to influence purchasing decisions.
- Culture and religion: Religious institutions have used principles of persuasion to spread beliefs and practices.
- Mass psychology: In contexts of war or propaganda, strategies have been designed to influence public opinion.
How do you know that someone is trying to persuade you? Reactance principle
Detecting persuasion involves paying attention to certain patterns:
- If someone insists on highlighting exclusive benefits or the urgency of making a decision, they may be using the principles of scarcity or authority.
- When a person seeks to establish an emotional bond or highlight shared values, they may be applying the principle of unity or sympathy. The principle of reactance explains that people tend to resist attempts at persuasion when they feel that their freedom is being threatened. For example, ads that are too direct can lead to rejection rather than acceptance.
Social Psychology Experiments on Persuasion
Milgram’s experiment (1961) investigated the extent to which people obey an authority figure, even when orders contradict their ethical values. Participants were asked to administer (feigned) electric shocks to a “student” each time he or she made a mistake, increasing the intensity with each failure. Although the “students” simulated pain and pleaded, 65% of the participants obeyed the researcher and applied shocks to the maximum level. This showed that the influence of authority can lead people to perform acts that they would not normally do.
On the other hand, Ariely’s (2008) study on the “reference point” effect showed how decisions can be influenced by the options presented. By adding a seemingly irrelevant option, such as a combined subscription at the same price as a more limited one, participants preferred the more “valuable” option, evidencing that context impacts decision-making.
In 2008, Goldstein, Cialdini and Griskevicius demonstrated the power of social norms in recycling campaigns. By placing messages in hotels that highlighted that “75% of people recycle,” they achieved greater engagement compared to merely informational messages. This highlighted how social norms can influence behaviors more effectively than information.
Finally, Freedman and Fraser’s (1966) “foot in the door” experiment revealed that a small initial commitment increases the likelihood of accepting larger commitments. In his study, those who agreed to sign a petition in favor of road safety were more likely to put up a large sign in their gardens with the same message. This phenomenon is explained by the fact that people seek to maintain coherence between their previous and future actions.
Persuasion not only has applications in advertising or politics, but it can also be a valuable tool in your friendship, family or couple relationships to understand and improve social skills. Learning how we influence others and how we are influenced allows us to develop more effective strategies for communicating and building meaningful relationships. For people who experience social anxiety or shyness, working on these principles in a therapeutic setting can be transformative, as it helps them gain confidence in their daily interactions.
If you feel that you are struggling to function socially or that the fear of judgment limits you, as a psychotherapist I can help you explore and overcome these barriers, enhancing your skills and personal well-being.
Quico Martínez Milà
General Health Psychologist
B-03457