Persuasion & influence in communication

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My thesis presentation for post graduation in communication, I chose this topic because I wanted to explore the insights of being influential and learn about persuasion play. This presentation will give you a hands on guide on starting to sell your ideas. No matter if your are fresher, professional or expert this presentation would surely give some food for your brain. I hope you would like the model i have suggested to be influential. A feedback is always welcomed.

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Persuasion & influence in communication

  1. 1. PERSUASION & INFLUENCEIn Communication DevelopmentAbout this talkCompiled By:Deepak Nanda@Wizhiker
  2. 2. SurveyCommunication Development
  3. 3. expert advice36%Peers &friends31%parentaladvice15%culture & faith8%other10%Decision Making ProcessAdvertisement23%Buzz & hype21%Recommendation38%spontaneous18%
  4. 4. PERSONALITIES
  5. 5. ReliableExperiencedPracticalDedicatedDisciplinedDeterminationCaringTRAITSPerfectionConsistentSpiritualYouthfulnessPositiveFocusedHumbleRebelPoisedCalmHonestSophisticationFarsightednessThinker
  6. 6. 1• Idea/Foresightedness/Skill• Passionate/Sincere/Consistence2• Expertise/Perfection/Knowledge3• Humble/PrincipledINFLUENCE MODEL
  7. 7. 4• Media mention• Social mentionINFLUENCE MODEL
  8. 8. PERSUATIONINFLUENCEPOWERReformingAttitudesBeliefsOpinionsBehaviors
  9. 9. PERSUATIONINFLUENCEPOWERWho you are ?How you impact?
  10. 10. PERSUATIONINFLUENCEPOWER AuthorityCoercion
  11. 11. EVOLUTION OF PERSUASIONAnimalsCivilization
  12. 12. AristotleEthosPathosLogosVery First Studies- Art Of Rhetoric
  13. 13. PERSUASION• Two routes can be used to persuade– Central: relies on facts, figures, andthought– Peripheral: attempts to persuade youwithout thought occurring. Rely onemotion.
  14. 14. PERSUASIONThere are no Laws of Persuasion, only rules.
  15. 15. PERSUASIONIt’s about the other guy
  16. 16. PERSUASIONPeople tend to resist change
  17. 17. PERSUASIONPersuasion needs to get local
  18. 18. PERSUASIONFailure is not an option
  19. 19. PERSUASIONFailure is not an option
  20. 20. PERSUASIONSincere communicators are lousy persuaders
  21. 21. TRADITIONALPERSUASION THEORIES
  22. 22. CONDITIONINGStimulus Response
  23. 23. REINFORCEMENTConsequences that give rewards increase a behavior.Consequences that give punishments decrease abehavior.Consequences that give neither rewards norpunishments extinguish a behaviorWhen –Do-Get
  24. 24. MODELINGYou observe a model’s behavior.You imitate the model’s actions.You get a consequence.Imitation for desired outcome
  25. 25. AUTHORITY & OBEDIENCEObedience to the hierarchy of group
  26. 26. PERSUASION TECHNIQUESArgumentsCues
  27. 27. Thoughtful PersuasionFactsEvidenceArgumentsArt + Science
  28. 28. Un-Thoughtful Persuasion•Reciprocity• Likings• Social Proof• Authority• Commitment• Scarcity
  29. 29. RECIPROCITYFavorsInformationTrustEmpathyTimeRecognitionCooperationListening
  30. 30. LIKINGShared InterestPraiseCooperationLanguageAttractiveness
  31. 31. SOCIAL PROOFNoticeMimici.e. cell phone brands
  32. 32. AUTHORITYTestimonialAdvertisements
  33. 33. COMMITMENT & CONSISTENCY
  34. 34. SCARCITYUniqueUncommonFear
  35. 35. WAYS OF CHOOSING• Form or improve relationship- Reciprocity- Liking• Dealing with the unknown- Social Proof- Authority• Motivating for action- Commitment- Scarcity
  36. 36. WAYS OF CHOOSINGReciprocation : “ I help you, you help me”Liking : “He has it too”Commitment : “ Uncle, you better keep your word,”Social Proof: “ Everybody do I do , huh”Authority: “I am compelled to do it”Scarcity: “So few left, choosing ah”
  37. 37. TWO TEQNIQUESFOR APPROACHING TARGETSDITF - Door In The FaceFITD - Foot In The Door
  38. 38. PROPAGANDA
  39. 39. SUBLIMINAL ADVERTISING
  40. 40. Ready To Sell Your Ideas?
  41. 41. AcknowledgementThe Delhi School Of CommunicationDean, Faculties, Alumni, StaffThe Psychology Of Persuasionby Robert Cialdini

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