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The Radian's
Group members:
• Hamza saeed   11123023
• Sunbal Iqbal  11123029
• Nuaman Raza   11123018
• Usman Ikram    1123020
• Kiran Munawar 11123009
• Arhem Butt     11123038
HARNESSING THE SCIENCE OF
      PERSUASION
                          By:
            Robert b. Cialdini
Introduction

• Persuasion:
Process aimed at changing a person`s or group
attitude towards some event, idea, object by
using written or spoken words.
Principles of Persuasion



Liking   Reciprocity   Social Proof   Consistency   Authority   Scarcity
LIKING
 People like those , who like them.
Example:
 At Tupperware parties, guests' fondness for
their host influences purchase decisions twice as
much as regard for the products.
Continued…
Application:
People prefer to say ‘yes’ to those they know
and like.

Uncover real similarities and offer genuine
praise the people at work place.
Reciprocity
People repay in kind.
Example:
Lend a staff member to a colleague who needs
help; you'll get his help later.
CONTINUED
• Application:
 Being a business entity, give information , give
 free samples etc., to people and they will want
  to give you something , a purchase definitely
Social proof
People follow the lead of similar others.

Example:
You will likely to donate more charity , if you
learn that others has also donated the cause.
Continued…
Application:
Use peer power whenever it`s available. e.g. ask
an esteemed "old timer" to support your new
initiative if other veterans resist.
Consistency
People align with their clear commitments.

Example:
If you make a promise , you will feel bad if you
do not keep it.
Continued…
Application:
Make others' commitments active, public, and
voluntary.

If you sign a contract then being consistent you
will demonstrate all the work to fulfill the
requirement of that contract.
Authority
            People defer to experts

Example:
If you`re going to buy a new apartment , you will
consult with property advisor for an expert
opinion.
Continued..
Application:
 Don't assume your expertise is self-evident.
At work-place, establish your
expertise before doing business with new
colleagues or partners.
Scarcity
People want more of what they can have less of

Example:
Wholesale beef buyers' orders
jumped 600% when they alone received
information on a possible beef shortage.
Continued…

Use exclusive information to persuade

Being a sales representative, highlight unique
and exclusive information about products, and
in result customers will respond it positively.
Putting it altogether..
By practicing all these principle we can have the
ability of persuasion that will benefit us in our
practical as well as in personal life.

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Harnessing the science of persuasion