Flourish - eMag - Feb 25 - Flipbook - Page 22
MIND
THE ART OF
PERSUASION
By Rajna Bogdanovic, Psychologist
Do you wonder what causes us to say yes to some things and not to others?
Research over the last 60 years in the area of social psychology provides some
fascinating insights into how human decision making actually occurs.
In the increasingly overloaded lives that we lead, we need short cuts more
then ever to guide our decision making, and research by acclaimed author and
academic Dr. Robert Cialadini has found just 6 shortcuts that are universally
used to help us do this.
See if you can use some of these on individuals you need to persuade, and
look out for them in your daily life - they may be being used on you!
THE
PRINCIPLES
6
Reciprocity:
This principle states that people by nature feel obliged to buy from or provide favours
or discounts to others if they’ve received something from them 昀椀rst. The theory is that
because you have received something from an individual or company you will feel warmly
towards them. In essence, human beings do not sit comfortably with being indebted to others
and thus feel obliged to return a favour.
Example: “Free samples”. You are offered beautifully presented and tasty free samples at the
supermarket and 昀椀nd yourself buying a whole box!
