Principles of persuasion

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The document discusses the principles of persuasion, including emotional appeal (pathos), facts and logic (logos), reciprocity (paying back what we receive from others), and consistency (aligning with what we have previously said or done). It also thanks an "unsung hero" at Thai Life Insurance and quotes Buddha about how lighting a lamp for others also brightens your own path.

Education

9 . 2 4 . X X
PRINCIPLES OF
PERSUASION
BUSINESS COMMUNICATION
Shruta Kasliwal
20DM204

“UNSUNG HERO”
THAI LIFE INSURANCE
If you lig ht lamp for
someb od y it will also
b rig hten you r p ath
-Bu d d h a
2

PRINCIPLES OF PERSUASION
4
1. Pathos: emotional appeal.
2. Logos: Facts, reason and logic.

.
5
3. Reciprocity: we pay back what we received from others.
4. Consistency: People like to be consistent with the
things they have previously said or done

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