Influence, New and Expanded: The Psychology of Persuasion

In other situations, perhaps when a good relationship is already in place, the goal of reducing uncertainty may be a priority. After all, having a positive relationship with a communicator doesn’t necessarily mean message recipients will be persuaded. Before they are likely to change their minds, people want to be assured any decision they are bein

The rule of reciprocation applies to most relationships; however, in its purest form—an equivalent exchange of gift and favors—it is unnecessary and undesirable in certain long-term relationships such as families or established friendships. In these “communal” relationships, what is exchanged reciprocally is the willingness to provide what the othe

Use the language of your audience. Using words, phrases, and slang common to the group will work even better. On the other hand, if you use words that your audience doesn’t use or doesn’t understand, you are creating a distance between you and giving them nothing to relate to. Social media and emails are perfect to interact with your audience. Make

The general rule says that a person who acts in a certain way toward us is entitled to a similar return action. We have already seen that one consequence of the rule is an obligation to repay favors. Another consequence, however, is an obligation to make a concession to someone who has made a concession to us.

those who want us to like them so we will favor them can accomplish their purpose by appearing similar to us in a variety of ways. Dress is a good example.

contrast principle

A similar phenomenon occurred in a separate study in which participants were given a pain reliever before receiving small electric shocks. Half were told the pain reliever cost $0.10 per unit while the other half were told it cost $2.50. Although, in actuality, all received the same pain reliever, those who thought it was more expensive rated it mu

obrigado). The future reach of the obligation is nicely connoted in a Japanese word for thank you, sumimasen, which, in its literal form, means “this will not end.”

It is interesting that this same process may account for the problems some subsequent presidents—Carter, Clinton, Obama, and Trump—had in getting their programs through Congress. They came to the presidency from outside the Capitol Hill establishment and campaigned on their outside-Washington identities, saying that they were indebted to no one in

In other situations, perhaps when a good relationship is already in place, the goal of reducing uncertainty may be a priority.