BUSINESS RESEARCH

Win with the Superpower of Persuasion

Persuasion has received some bad publicity over the years and, for many, persuasion conjures up images of manipulation, deceit, or brainwashing. However, the superpower of persuasion is directly relevant in all of our day to day experience and even more to those leading change and transformation.

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June 2016

Persuasion is not merely a tool used by con artists, charlatans, and cheats. Nobel Peace Prize recipients and Pulitzer Prize winning journalists are also persuaders. In fact, most “professional” persuaders are engaged in socially acceptable, if not downright respectable, careers.

Fundamentally, much research in persuasion is based on nine tactics of persuasions (see below). Some tactics are more effective than others. Rational persuasion, inspirational appeals, and consultation tend to be the most effective, especially when the audience is highly interested in the outcomes of a decision process. Pressure tends to backfire and is typically the least effective of the nine tactics.

Evaluate which of the nine persuasion tactics that you use to convince others to take appropriate action.
Legitimacy
  • Relying on an authority position or saying a request accords with organisational policies or rules.
  • Making legitimate requests is an effective influence tactic because most workers are willing to comply with regulations.
Rational persuasion
  • Presenting logical arguments and factual evidence to demonstrate a request is reasonable.
  • Requires assertiveness and research to make this an effective tactic.
Inspirational appeals
  • Developing emotional commitment by appealing to a target’s values, needs, hopes, and aspirations.
  • Such an appeal is reinforced by an emotional display.
Consultation
  • Increasing the target’s support by involving him/her in the decision making about how to accomplish the plan.
  • The influence target becomes more motivated to follow the request.
Exchange
  • Rewarding the target with benefits or favours in exchange for following a request.
  • Manager strikes a bargain through an exchange of favour to group members to achieve the goal.
Personal appeals
  • Asking for compliance based on friendship or loyalty.
  • Build on mutual trust and team spirit – “we help each other”.
Integration
  • Using flattery, praise, or friendly behaviour prior to making a request.
  • Done effectively, builds trust and stronger relationships setting the scene for reciprocal behaviour later.
Pressure
  • Using warnings, repeated demands, and threats for following a request.
  • Unambiguous, may be effective in special contexts, yet likely to create resistance, subversion and damage long term relationships.
Coalition
  • Enlisting the aid or support of others to persuade the target to agree.
  • Coalition formation works as an influence tactic because there is power in numbers.

Sources: Falbe C.M. & Yuki G. (1992) Consequences for Managers of Using Single Influence Tactics and Combinations of Tactics; The Academy of Management Journal Vol. 35, No. 3, Aug; Gass R.H. & Seiter J.S. (2016) Persuasion: Social Influence and Compliance Gaining (Fifth Edition); Routledge

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