Harnessing the Science of Persuasion by Robert B. Cialdini

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More than 300 years ago, Samuel Butler wrote a couplet that explains succinctly why commitments must be voluntary to be lasting and effective: “He that complies against his will/Is of his own opinion still.” If an undertaking is forced, coerced, or imposed from the outside, it’s not a commitment; it’s an unwelcome burden. Think how you would react if your boss pressured you to donate to the campaign of a political candidate. Would that make you more apt to opt for that candidate in the privacy of a voting booth? Not likely. In fact, in their 1981 bookPsychological Reactance (Academic Press), Sharon S. Brehm and Jack W. Brehm present data that suggest you’d vote the opposite way just to express your resentment of the boss’s coercion.

This kind of backlash can occur in the office, too. Let’s return again to that tardy employee. If you want to produce an enduring change in his behavior, you should avoid using threats or pressure tactics to gain his compliance. He’d likely view any change in his behavior as the result of intimidation rather than a personal commitment to change. A better approach would be to identify something that the employee genuinely values in the work-place—high-quality workmanship, perhaps, or team spirit—and then describe how timely reports are consistent with those values. That gives the employee reasons for improvement that he can own. And because he owns them, they’ll continue to guide his behavior even when you’re not watching.

The Principle of Authority:

People defer to experts.

The Application:

Expose your expertise; don’t assume it’s self-evident.

Two thousand years ago, the Roman poet Virgil offered this simple counsel to those seeking to choose correctly: “Believe an expert.” That may or may not be good advice, but as a description of what people actually do, it can’t be beaten. For instance, when the news media present an acknowledged expert’s views on a topic, the effect on public opinion is dramatic. A single expert-opinion news story in the New York Times is associated with a 2% shift in public opinion nationwide, according to a 1993 study described in the Public Opinion Quarterly. And researchers writing in theAmerican Political Science Review in 1987 found that when the expert’s view was aired on national television, public opinion shifted as much as 4%. A cynic might argue that these findings only illustrate the docile submissiveness of the public. But a fairer explanation is that, amid the teeming complexity of contemporary life, a well-selected expert offers a valuable and efficient shortcut to good decisions. Indeed, some questions, be they legal, financial, medical, or technological, require so much specialized knowledge to answer, we have no choice but to rely on experts.

Since there’s good reason to defer to experts, executives should take pains to ensure that they establish their own expertise before they attempt to exert influence. Surprisingly often, people mistakenly assume that others recognize and appreciate their experience. That’s what happened at a hospital where some colleagues and I were consulting. The physical therapy staffers were frustrated because so many of their stroke patients abandoned their exercise routines as soon as they left the hospital. No matter how often the staff emphasized the importance of regular home exercise—it is,in fact, crucial to the process of regaining independent function—the message just didn’t sink in.

Interviews with some of the patients helped us pinpoint the problem. They were familiar with the background and training of their physicians, but the patients knew little about the credentials of the physical therapists who were urging them to exercise. It was a simple matter to remedy that lack of information: We merely asked the therapy director to display all the awards, diplomas, and certifications of her staff on the walls of the therapy rooms. The result was startling: Exercise compliance jumped 34% and has never dropped since.

What we found immensely gratifying was not just how much we increased compliance, but how. We didn’t fool or browbeat any of the patients. We informed them into compliance. Nothing had to be invented; no time or resources had to be spent in the process. The staff’s expertise was real—all we had to do was make it more visible.

The task for managers who want to establish their claims to expertise is somewhat more difficult. They can’t simply nail their diplomas to the wall and wait for everyone to notice. A little subtlety is called for. Outside the United States, it is customary for people to spend time interacting socially before getting down to business for the first time. Frequently they gather for dinner the night before their meeting or negotiation. These get-togethers can make discussions easier and help blunt disagreements—remember the findings about liking and similarity—and they can also provide an opportunity to establish expertise. Perhaps it’s a matter of telling an anecdote about successfully solving a problem similar to the one that’s on the agenda at the next day’s meeting. Or perhaps dinner is the time to describe years spent mastering a complex discipline—not in a boastful way but as part of the ordinary give-and-take of conversation.

Persuasion Experts, Safe at Last

Thanks to several decades of rigorous empirical research by behavioral scientists, our understanding of the how and why of persuasion has never been broader, deeper, or more detailed. But these scientists aren’t the first students of the subject. The history of persuasion studies is an ancient and honorable one, and it has generated a long roster of heroes and martyrs.

A renowned student of social influence, William McGuire, contends in a chapter of the Handbook of Social Psychology, 3rd ed. (Oxford University Press,1985) that scattered among the more than four millennia of recorded Western history are four centuries in which the study of persuasion flourished as a craft. The first was the Periclean Age of ancient Athens, the second occurred during the years of the Roman Republic, the next appeared in the time of the European Renaissance, and the last extended over the hundred years that have just ended, which witnessed the advent of large-scale advertising, information, and mass media campaigns. Each of the three previous centuries of systematic persuasion study was marked by a flowering of human achievement that was suddenly cut short when political authorities had the masters of persuasion killed. The philosopher Socrates is probably the best known of the persuasion experts to run afoul of the powers that be.

Information about the persuasion process is a threat because it creates a base of power entirely separate from the one controlled by political authorities. Faced with a rival source of influence, rulers in previous centuries had few qualms about eliminating those rare individuals who truly understood how to marshal forces that heads of state have never been able to monopolize, such as cleverly crafted language, strategically placed information, and, most important, psychological insight.

It would perhaps be expressing too much faith in human nature to claim that persuasion experts no longer face a threat from those who wield political power. But because the truth about persuasion is no longer the sole possession of a few brilliant, inspired individuals, experts in the field can presumably breathe a little easier. Indeed, since most people in power are interested in remaining in power, they’re likely to be more interested in acquiring persuasion skills than abolishing them.

Granted, there’s not always time for lengthy introductory sessions. But even in the course of the preliminary conversation that precedes most meetings, there is almost always an opportunity to touch lightly on your relevant background and experience as a natural part of a sociable exchange. This initial disclosure of personal information gives you a chance to establish expertise early in the game, so that when the discussion turns to the business at hand, what you have to say will be accorded the respect it deserves.

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