Social Psychology `The Science of Persuasion`

The Science of Persuasion : An Informed Decision

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The Science of Persuasion : An Informed Decision

According to Robert Cialdini , the ability to persuade someone to go along with your idea , buy your product , make a donation , volunteer your time or vote is not only an art form , but a skill based on the scientific facts of how people are likely to respond , exemplified by his research . Six basic techniques are identified with at least one accompanying study cited to prove the validity of this theory reciprocation , consistency , social

validation , liking , authority and scarcity (Cialdini , 2004

Cialdini 's examples of each technique are well thought out and perfectly valid . In particular , his examples of reciprocity - including the Disabled American Veteran 's organization which tried sending free mailing labels with their requests for donations and the request of passers-by to donate their time in leading a field trip of delinquents to the zoo - was convincing and supportive . Cialdini does not , however give us a time frame in which this concept of reciprocity was first discovered . The technique of including a freebie with a request for a donation has been around for decades

The techniques of social validation and authority are also nicely presented . Cialdini does admit that social validation can backfire , on occasion , which indicates that he accepts the fact that at least one of these methods can fail , and fail miserably . It was disappointing to note , however , that Cialdini did not include the most obvious and most notorious case in which both social validation and authority caused what may have been the most disturbing case of persuasion of all time : Hitler and his ability to use these techniques to influence those beneath him to kill and torture other human beings . Of course , his tone in the article is light perhaps this example would be far too disconcerting for his purpose

When it comes to liking and the concept of physical attractiveness Cialdini is doing little more than citing what most car salesman have been inherently trained to do . Salesmen , as well , use our desire to live up to our promises in asking us to commit positively to a directive by turning a request into a yes or no question . Again , without any type of date reference , it leads one to wonder if the researcher is merely bringing up techniques recognized in the distant past or whether he is breaking new ground by lumping together these characteristics and labeling it liking . His reference to the popularity of Tupperware parties and the fact that this method of sales is still used today with greater occurrences in other countries is rather misleading . Are Tupperware parties less popular in the United States because they have been replaced by lingerie parties , candle parties , etc . or perhaps the fact that disposable plastic containers abound at dollar stores and groceries and other retailers , rather than Cialdini 's veiled reference to Americans ' lack of importance of social bonding

Clearly Cialdini is well versed in the definition of...