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Conviction is the ability to convince other people to do something that they did not intend to do. It is often associated with manipulation, although there are important differences between the two concepts.
Manipulation occurs when a person is forced to change the course of action to only benefit themselves.
Instead, persuasion is a technique that prompts others to prepare to accept another point of view or to voluntarily change the original course of action for their own and others’ benefit.
This form of communication and social behavior has always been present in humanity: in fact, we are constantly exposed to news in the media, social networks, sales and marketing – to name just a few examples – that are based on persuasiveness.
For example, if you have a company or if you convince your job manager to do or achieve something, convince.
Cialdinis six principles of influence
The origin of the belief is based on influence, understood as the ability to create an effect on other people who are asked to consider an alternative point of view to what they had in mind or have always followed. From this perspective, influence is crucial to convince.
Robert B. Cialdini is an American psychologist and writer, professor of psychology at the University of Arizona and author of the book “Influence: The Psychology of Persuasion”. In this work, he describes six principles that serve as the basis for convincing techniques:
Principle of coherence: it has to do with the need to be consistent between what we think, say, feel and do.
Reciprocity principle: You have a need to return the favors received.
Shortage principle: Something that arouses interest in us increases its attractiveness if it is only available to a limited extent or if we are informed that it will be used up in a short time.
Principle of social recognition: Majority support is sought so that many people let the majority vote for themselves without thinking too much about the options because they believe that what the majority chooses is better.
Principle of authority: If someone is an expert in this area, it can make believing something easier.
Principle of sympathy: Those who like us better have more opportunities to convince us than another person who is unfriendly to us.
10 persuasion techniques
When someone performs a specific action for another, the recipient has the impression that a concession or favor is being performed in some way, which increases the likelihood that he will return the favor. “I owe you one” or “you owe me one” is often said when someone helps another. They are used in areas such as marketing, merchandising, advertising, negotiations and politics.
[ 1 ] Door bang technology on the face
It is based on the fact that the source of the act of persuasion makes an exaggerated and expensive initial offer, knowing that it will be rejected. Once the recipient says no, the recipient lowers costs to the point where this was their first goal. Result: The recipient believes that he has achieved a large discount and finally accesses the “offer”. For example, commercial bargaining in a market.
[ 2 ] Technique from “I have something else for you”
In addition to the offer of the first offer, a small additional gift is added, even if it is symbolic. This gift is perceived as a concession, so the recipient generally feels favored with something more valuable than him and accepts the offer. For example, a product that offers another product that corresponds to the apparent price of a device, or the case for a pair of lenses that you just bought.
In this case, the recipient has the need to agree with his settings. moral dilemmas arise – even in their most extreme versions. It is extremely useful not to be misled.
[ 3 ] Spring technology
Known as “Low ball“Is the fine print that accompanies each transaction. The recipient accepts an offer, even though the original source of the persuasion, after confirmation, highlights details that it did not originally express. The fact that you gave your word at the beginning did usually takes precedence no matter how much later information appears, for example, when you take out insurance, they explain everything to you in a way that you are supposed to understand, you sign your agreement and you think everything was there, but if you are not an expert , a policy contains hundreds of exclusions that you believed were closed in your product.
[ 4 ] Foot technology locks the door
Here you start with a very low, acceptable and reasonable offer to the recipient. As soon as the deal is closed, increasing offers will be made. Example: In the game you start with low-level bets, sometimes even allowing the recipient to win and then getting them to bet more and more.
[ 5 ] Bait technology
It happens when an offer is accepted but the product you want magically sells out. Then the persuader offers other similar options, and in combination with the scarcity principle of this other product, you are likely to buy it.
Techniques based on scarcity
What you are looking for is to increase the value of the product as only a few are available. This simple fact overwhelms the consumer’s mind and hurries to get it.
[ 6 ] Deadline technology
A clear example is when it is announced that the offer is only temporary and a certain number of units are available and then access to a product is no longer possible. If you graph it, tele-shop 2 x 1 products, or combine it with “I have more for you”, the person feels confident to accept it.
Social recognition techniques
This is about taking advantage of the recipient’s need to belong to a majority of society and arguing that a large part of the population accepts or would accept the proposal.
[ 7 ] Technique of “don’t stay outside”
It is widely used in marketing, marketing and politics. It works when supported by statistical data – the famous “9 out of 10 use it” – that show the popularity of this overly convincing decision, and it is combined with authority-based techniques, as is the case when a public figure a recommends product “I use it too”
Authority based techniques
Photo: Christopher Furlong | Getty Images
Here the figure of someone who is considered an expert and is said to have better judgment than others appears. If you were more than one expert, the guarantees are multiplied.
[ 8 ] Technique from “Recommended by …”
It is common for health professionals – real or fictional – to recommend a particular product or testimonial from celebrities or athletes to “support” certain brands.
Techniques with sympathy
The convincing intention is to create a feeling of similarity and closeness to the recipient.
[ 9 ] Technique “It’s just like you”
For example, in an advertising or commercial office that pays attention to the public, the staff dresses in a certain way, has behaviors and forms of communication to stimulate the other person to feel familiar. They even contain specific flavors that stimulate decision-making. You can also see it in clothing stores where there are sellers of different sizes who wear these clothes: when someone with a similar appearance appears, they approach and use the mirror technique (“it looks good to me: it gets much better for you appearance”) .
[ 10 ] Technique of physical attractiveness
Confident and physically attractive people after the beauty cannons of the place facilitate the conviction of the public. For this reason, prototypes of models that are related to the public and to which each message is addressed are displayed. People tend to approach people who are similar to themselves and even those who create a pursuit of what they would like to be.
There is no doubt that persuasion is always present in our lives: if we want to convince the couple to do a certain activity, the children to behave in a certain way, and in all kinds of social exchanges. Knowing some of their techniques is useful to be aware of the techniques that can be manipulated by persuasion and not to be misled.