User:Alan Kizhakkemuttath/sandbox

PERSUASION

Persuasion is an attempt to change the beliefs, attitudes, or behaviors of people through the use of reason, argument, or emotional appeal. It is presenting information, arguments, or appeals in a manner that convinces others to accept one's point of view, take a certain action, or to change the set of beliefs or behaviors previously held. Persuasion can take place within many forms, such as advertising, politics, sales, negotiation, and informal conversations, but it is heavily dependent on the understanding of human psychology and effective communication techniques, along with the motivations and interests of the audience.

Definition

Persuasion is a process in which one person or entity tries to influence another person or group of people to change their beliefs or behaviors. It is distinct from coercion, in that the people receiving the message have a choice about whether to act on it.

Essence of Persuasive Communication

Basically, persuasion is communication designed to alter, confirm, or modify people's perceptions, feelings, beliefs, intentions, or actions. The important part about persuasive communication is the ability to influence others about what you want them to do or believe.

1. Know Your Audience: Effective persuasion starts with understanding your audience. Tailor your message to the audience's needs, values, and interests. Segment your audience if necessary, since different groups may have different needs to be reached.
2. Credibility and Trust: Present yourself confidently and knowledgeable to show that you are a credible source of information. Be real and authentic in your delivery.
3. Use Their Motivations: The wise persuader doesn't try to convince others with his own reasons, but rather he persuades by the use of the listener's motivations.
4. Appeal to self-interest: Rather than relying on reasons alone, appeal to the self-interest of your audience. Demonstrate how your proposition benefits them directly.
5. Call to Action: In a concluding statement, consider a call to action. Ask your audience to perform some action that agrees with your message. Whether it's voting, donating to a cause, or buying something, nudge them toward an action.

Forms of Persuasion

• Ethos: It's about trust. It’s about establishing the speaker’s credibility, so you can believe what they say. And it’s about presenting an argument with ethical appeal. Demonstrate your ethos by establishing yourself as an authority in the relevant field or industry.
• Logos: It presents an appeal to reason, presents facts, evidence, and well-structured arguments. It focuses on the details of the message presented to make it credible. It shows that the speaker is well-informed on the subject matter at hand.
• Pathos: This takes the effect of establishing appeals to the audience's emotions and thus connecting better with them. Use relatable stories, vivid language, and empathy to evoke emotional responses.

Functions of Persuasion

• Weakening the Current Attitude: By persuading, people become less comfortable with their current views and may consider other angles of looking at things.
• Reducing Resistance: It can push the audience toward a middle, or neutral, position when they moderately oppose ideas.
• Attitude Change: Through persuasion, a person could change his mind completely on any given issue, for which he does not hold any strong prior commitment.
• Intensifying Existing Attitudes: This is the amplification of the prevailing attitude in the audience's minds that holds the same attitude.
• Cultivate Tolerance of Alternative Viewpoints: The mechanics of persuasion can make audiences accept another viewpoint by starting with common ground and initiating a related idea.

Principles of Persuasion

1. Reciprocity: This is the mutual expectation for an exchange of value or service. People feel compelled to return favors or concessions they receive. It is easier to get them to agree to a request later when something of value has been given first, even something small.
2. Scarcity: Individuals tend to place higher value on things when they are rare, or at least perceived as being in short supply. Drawing attention to limited-time offers or exclusive access could create a feeling of urgency in the minds of people to induce action.
3. Authority: People generally listen to experts, celebrities, or leaders. Using credible endorsers for your message can make it more believable.
4. Commitment and Consistency: People like to align with their past actions and commitments. Once they take a small step in the right direction, it is easier for them to keep moving forward in that same direction.
5. Consensus: The most persuasive tools of them all are testimonials, or first person reports on experience with a product or service. People often look to each other when making a purchase decision. The principle of consensus involves the tendency of the individual to follow the lead of the group or peers.
6. Liking: The individuals who manage to be liked by people, are friendly, and whom people trust, can more easily have their ideas accepted. One needs to establish rapport and build a relationship.