ORGS 4560 Lecture 8: Harnessing Science of Persuasion

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Having a way with people is an art. I am the boss, mentality does not work in interconnected businesses where lines of authority are blurred; formal structures do not tend to work efectively. Persuasion appeals to limited set of deeply rooted human drives and needs. Principle of liking - we like who likes us. Fondness has major impact on purchase decisions. People more likely to follow someone similar to them. People willing to cooperate with those that like them, as well. Increase liking through similarity and praise: similarity: draws people together. Helps creates bonds; creates presumption of goodwill and trustworthiness. Easier to build support when those you are trying to persuade are in your favour: praise: charms and disarms. Use praise to repaid a damaged or unproductive relationship/image. Principle of reciprocity people repay in kind. Treat others the way you want to be treated; give what you want to receive.

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