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. PERSUASION & INFLUENCE In Communication Development About this talk Compiled By: Deepak Nanda @Wizhiker
- 3. expert advice 36% Peers &friends 31% parental advice 15% culture & faith 8% other 10% Decision Making Process Advertisemen t 23% Buzz & hype 21% Recommenda tion 38% spontaneous 18%
- 11. 1 • Idea/Foresightedness/Skill • Passionate/Sincere/Consistence 2 • Expertise/Perfection/Knowledge 3 • Humble/Principled INFLUENCE MODEL
- 12. 4 • Media mention • Social mention INFLUENCE MODEL
- 15. PERSUATION INFLUENCE POWER Who you are ? How you impact?
- 18. Aristotle Ethos Pathos Logos Very First Studies - Art Of Rhetoric
- 19. PERSUASION • Two routes can be used to persuade – Central: relies on facts, figures, and thought – Peripheral: attempts to persuade you without thought occurring. Rely on emotion.
- 20. PERSUASION There are no Laws of Persuasion, only rules.
- 21. PERSUASION It’s about the other guy
- 22. PERSUASION People tend to resist change
- 23. PERSUASION Persuasion needs to get local
- 24. PERSUASION Failure is not an option
- 25. PERSUASION Failure is not an option
- 26. PERSUASION Sincere communicators are lousy persuaders
- 29. REINFORCEMENT Consequences that give rewards increase a behavior. Consequences that give punishments decrease a behavior. Consequences that give neither rewards nor punishments extinguish a behavior When –Do-Get
- 30. MODELING You observe a model’s behavior. You imitate the model’s actions. You get a consequence. Imitation for desired outcome
- 31. AUTHORITY & OBEDIENCE Obedience to the hierarchy of group
- 34. Un-Thoughtful Persuasion •Reciprocity • Likings • Social Proof • Authority • Commitment • Scarcity
- 37. SOCIAL PROOF Notice Mimic i.e. cell phone brands
- 41. WAYS OF CHOOSING • Form or improve relationship - Reciprocity - Liking • Dealing with the unknown - Social Proof - Authority • Motivating for action - Commitment - Scarcity
- 42. WAYS OF CHOOSING Reciprocation : “ 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”
- 43. TWO TEQNIQUES FOR APPROACHING TARGETS DITF - Door In The Face FITD - Foot In The Door
- 44. PROPAGANDA
- 46. Ready To Sell Your Ideas?
- 47. Acknowledgement The Delhi School Of Communication Dean, Faculties, Alumni, Staff The Psychology Of Persuasion by Robert Cialdini
Editor's Notes
- The sample size is 38 which fulfils the minimum sample size requirement of 30 response sheets.Major responses are attained from youth and middle aged individuals.The sample is majorly urban.Half of the individuals belong to media/communication industry hence at least half of them are exposed and have knowledge about influence & persuasion techniques. *The results will vary with bigger sample size as well as different SEC population.
- People trust expert advice the most with nearly 35 % voting for “expert views”, Peers &friends stand close second with nearly 30% votes , 15% get influences from parental advice , nearly 8 % are driven by culture & faith & 10 % are influenced by other factors like conscience. Surprisingly, no one responded that would get influenced by advertisements.23 % of purchase decisions are guided by advertisements, 21% of purchase decisions driven by buzz & hype in market, 38% of the purchase is according to the recommendations and advice which got maximum percentage & 18 % of the purchase decisions are spontaneous.
- People trust expert advice the most with nearly 35 % voting for “expert views”, Peers &friends stand close second with nearly 30% votes , 15% get influences from parental advice , nearly 8 % are driven by culture & faith & 10 % are influenced by other factors like conscience. Surprisingly, no one responded that would get influenced by advertisements.23 % of purchase decisions are guided by advertisements, 21% of purchase decisions driven by buzz & hype in market, 38% of the purchase is according to the recommendations and advice which got maximum percentage & 18 % of the purchase decisions are spontaneous.
- There is a healthy mixture of people that influence us from various industries and specialties i.e. celebrities, writers, musicians, spiritual gurus, politicians, sportsmen, artist’s et al. The attributes that people find in above personalities are Reliable, experienced, grounded, dedication, discipline determination, perfection, consistent, spiritual ,youthfulness, positive attitude, focused, rebellion, poised, calm, honest , Sophistication ,farsightedness, caring, understanding, practical, humble, thinker.
- Knowledge, intelligent, expert, sincere, consistence, dedication, perfection,passionate, humble, youthful, principled
- Knowledge,intelligent,expert,sincere,consistence,dedication,perfection,paasionate,humble,youthful,principled
- What do you do how do you do?
- Principles of science to create new things
- Segmentation, Targeting, and Positioning
- Change is riskyWe will take time in effort
- Similar goals , similar mood ,mental state , techiniques vary time to time,life as happrening right now
- Failed twice
- Similar goals , similar mood ,mental state , techiniques vary time to time,life as happrening right now
- Keeps it real ,the other person understands . Again its not about how you feel but how the receiver feels..needs to be calm flexible, situation awareness
- Keeps it real ,the other person understands . Again its not about how you feel but how the receiver feels..needs to be calm flexible, situation awareness
- Phone rings
- Discounts, membership cards ,identify the rewards and punishment..power tool
- Obeserve others to know ,what to do ,what not to do,when to do,what to expect when we do. Toothpaste ,deo,before and after.problem ,solution.. Explains behavioral changes.
- Obedience to the hierarchy of groups ,
- 2 type of person alert attentive .active
- Central route active - alert , peripheral route –skimming along surface , ,more engagement, make relevant, regional ads ,judge arguments.. Smoking smells , art- observe ------science--plan
- Central route active - alert ,peripheral route –skimming along surface , ,more engagement,make relevant, regional ads ,judge arguments.. Smoking smells , art- observe ------science--plan
- People feel obligated to repay, in kind , what they receive After giving someone a favor , they will be favorably compelled to comply with a reasonable request It can spur unequal exchangesFavors are more effective if meaningful, customized , and unexpected Favors don’t have to be tangible, attention is a form of favor
- People feel obligated to repay, in kind , what they receive After giving someone a favor , they will be favorably compelled to comply with a reasonable request It can spur unequal exchangesFavors are more effective if meaningful, customized , and unexpected Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- We decide what is correct by noticing what other people think is correct. People are willing to comply with a request based on the degree that others are performing it. Favors don’t have to be tangible, attention is a form of favor
- Kids learn how to get food & attention ,most common ways people change you..