Meaning of Persuasion
What is Persuasion:
Persuasion is the ability to convince someone of a certain point of view.
Persuasion derives from Latin I will persuade, which indicates to convince or advise.
Persuasion as a technique began to be spread by the Greeks as an important part of rhetoric. In this sense, good rhetoric uses persuasion to influence the recipient of its arguments.
Persuasion in psychology
In psychology, persuasion is a social influence skill necessary for the formation and sense of belonging in groups. There are different levels of persuasion, from advice, through the presentation of arguments, to manipulation and extortion.
Today, persuasion is mostly related to sales, marketing, and advertising. Persuasion techniques are directed at the consumer in such a way that he is influenced to consume more of a certain product.
Persuasion techniques in the business area began to be disseminated in a systematic way after the American psychologist Robert Cialdini published his book in 1984 Influence: the psychology of persuasion.
In his work, Cialdini identifies six persuasion principles that are found in all the techniques for the change of perception used especially in the business area, being them:
- Reciprocity: create benefits so that the consumer prefers a certain product.
- Scarcity: convince the consumer that the product is scarce or the opportunity to acquire it will soon end.
- Authority: use professionals or statistics to indicate the advantages that the product brings.
- Commitment and coherence: using irrefutable empathy for the consumer to adhere to a cause.
- Social proof and consensus: influencing the consumer with the argument that it is a “majority” taste.
- Sympathy: persuade through personal charm.