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Written Assignment Unit 6

BUS1105: Business Communications

Doug Cooper (Instructor)

University of The People

May 22, 2024

Written Assignment Unit 6

The six principles of persuasion are reciprocity, commitment and consistency, social

proof, authority, liking, and scarcity. These principles serve as essential psychological triggers

that can be utilized to exert influence and convince others in a professional setting. In this

written assignment for Unit 6, I will present a comprehensive analysis of each of these

principles, accompanied by a detailed account of an actual scenario where I successfully

employed these principles to persuade a coworker in my professional environment.

1. Reciprocity

The principle of reciprocity is based on the idea that people are inclined to repay

favors and settle debts. Reciprocation is a social practice where two parties engage in

a like-for-like exchange, mutual sharing, or giving and receiving (Jarrett, 2022). When

someone performs a kind gesture for us, we often feel an urge to return the favor in

kind. This concept is deeply rooted in human interactions and can be effectively used

to influence others. In the context of persuasion, reciprocity can be employed by

providing a valuable offering to the intended recipient. This can foster a sense of

obligation and enhance the chances of obtaining agreement or acceptance.

2. Commitment and Consistency

The concept of commitment and consistency is based on the tendency of humans to

stick to their previous commitments and act in a way that is consistent with their past

actions and beliefs. Those who commit to a specific idea or objective are more likely

to stay loyal to it in the future. Applying this principle to persuasion involves

obtaining minor initial commitments from the individual being persuaded, which can

lead to more significant commitments in the future.

3. Social Proof
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Social proof is based on the concept that individuals tend to seek guidance from

others on how to act, especially in situations that are unclear or uncertain. Social proof

is a psychological and social phenomenon where we tend to emulate the actions of

those around us in order to align our behavior with what we believe to be appropriate

in a given situation (Pilat & Krastev, n.d.). When individuals are uncertain about the

appropriate course of action, they frequently observe the actions and behaviors of

others as a reference for their own behavior. In terms of persuasion, social proof can

be employed by highlighting the experiences and actions of individuals who have

already followed the desired behavior. This establishes a sense of social approval and

increases the likelihood of the intended individual's cooperation.

4. Authority

The concept of authority is based on the idea that people are more likely to follow

instructions or suggestions from individuals who are seen as credible and

knowledgeable figures of authority. The concept is that people tend to follow the

guidance of credible, knowledgeable experts (Dr. Robert Cialdini’s Seven Principles

Of Persuasion | IAW, 2023). Individuals tend to show respect and deference to those

who have expertise, experience, or legitimate credentials in a specific field. To

persuade others, it is crucial to showcase expertise and credibility. This can be

achieved by highlighting one's expertise or by associating with established authorities.

This will enhance the effectiveness of a message or proposal.

5. Liking

The concept of liking suggests that individuals are more likely to accept requests and

suggestions from those with whom they have a positive relationship and share

common interests. Liking is based on a shared interest or a more superficial attraction,

such as physical attractiveness (Schenker, 2022). Factors such as similarity,

compliments, and collaboration play a role in fostering liking, leading individuals to

be more inclined to agree to requests from those they view favorably. In the context of

persuasion, establishing rapport, identifying mutual interests, and emphasizing shared

values can enhance an individual's persuasive abilities when trying to influence

others, resulting in more successful outcomes.

6. Scarcity

Scarcity is based on the concept that individuals tend to value opportunities more

when they are scarce, limited, or becoming less available. The scarcity principle posits

that the rarer a commodity, the greater its perceived value (Blunck, 2022). When

individuals believe that a particular resource or opportunity is scarce, they are inclined

to strive for it, either out of a fear of missing out or an aspiration to obtain something

exclusive. Applying the scarcity principle to persuasion involves emphasizing the

unique or limited nature of the desired outcome or highlighting the potential

drawbacks of not taking advantage of the opportunity. This enhances the perceived

value of the offer.

After outlining the six principles of persuasion, I am now prepared to share a specific

instance where I attempted to persuade a colleague at my workplace using these principles.

The specific situation involved the introduction of a new project management system in our

department. As a mid-level employee, I was assigned the responsibility of gaining support for

the integration of this system among my colleagues, who were also at a similar level within

the organization.

In my efforts to persuade, I applied the six principles of persuasion to enhance the

impact of my communication and influence strategies. I began by applying the principle of

reciprocity by offering my colleagues assistance in getting acquainted with the new system

and providing them with personalized guidance and support. By providing proactive support
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and resources, my objective was to foster a sense of obligation and mutual exchange, thereby

increasing the likelihood of their cooperation in return.

I employed the strategy of commitment and consistency by initially requesting minor

commitments from my colleagues, such as their participation in informational meetings or

trial runs of the system's functionalities. These initial commitments served as stepping stones,

paving the way for the ultimate goal of ensuring the regular utilization of the new project

management platform. This approach aligns with the concept that once individuals make a

commitment to a specific action, they are more likely to adhere to that commitment over

time.

Furthermore, I utilized the concept of social proof by highlighting the positive

experiences and accomplishments of other teams and colleagues who had already

implemented the new system. By presenting concrete examples of successful integration and

the subsequent improvements in productivity and efficiency, my objective was to provide

social validation and substantiation of the system's advantages, thus persuading my

colleagues through the persuasive force of social proof.

In addition, I recognized the importance of authority in the persuasion process and

strategically aligned myself with individuals in leadership positions who supported the new

project management system. By demonstrating the support of authoritative figures within the

organization, I aimed to enhance the credibility and effectiveness of my advocacy for the

system. I relied on the principle that people are more inclined to adhere to the directives of

perceived authorities.

Furthermore, I aimed to cultivate a sense of camaraderie and connection with my

colleagues by highlighting common goals and the potential advantages of adopting the new

system. My objective was to identify areas of common ground and demonstrate how the
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system could enhance teamwork and boost our overall performance. This adjustment would

make the proposal more appealing and align with the idea that individuals are more receptive

to requests from those with whom they have a positive relationship.

Finally, I incorporated the concept of scarcity into my persuasive strategies by

highlighting the distinct benefits and time-critical aspect of being among the first to adopt the

new project management system. I emphasized the limited timeframe available to gain a

competitive advantage and the potential disadvantages of postponing the implementation. My

aim was to enhance the perceived importance of accepting the system and motivate my peers

to take immediate action. I leveraged the idea that individuals tend to value opportunities that

are limited or exclusive.

References

Dr. Robert Cialdini’s Seven Principles of Persuasion | IAW. (2023, June 13). Influence at

Work. [Link]

Jarrett, E. (2022, December 14). The 7 Principles of Influence. Yakk. Retrieved May 22,

2024, from [Link]

Pilat, D., & Krastev, S. (n.d.). Social Proof - The Decision Lab. The Decision Lab. Retrieved

May 22, 2024, from [Link]

proof

Schenker, M. (2022, April 29). How to Use Cialdini. CXL. May 22, 2024.

[Link]

Blunck, A. (2022, October 8). Scarcity – Everything You Need to Know. InsideBE.

[Link]

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