The Psychology of Persuasion, Essay Example

List and provide an explanation with examples of Cialdini’s principles of social influence. What route of persuasion do they tend to illustrate?

1. The Rule of Reciprocity- One person repays what another person has provided. The recipient feels an obligation to repay. The giver does not feel that the gift is lost. We are trained from childhood to abide by this rule. It is even more effective to give something to someone before asking them for a return favor. Example: If you buy a colleague lunch on Thursday, what are the chances that he/she will cover for you when you want to leave 20 minutes early from work on Friday?
2. The Rule of Commitment and Consistency- Society prizes consistency. Consistency is beneficial to daily living. Consistency provides shortcuts on decision-making. Commitments that are publicly made and are not coerced are usually kept. Some commitments remain long after the conditions that prompted them have changed. Example: When our “gut” feeling is that we are being pressured, we probably are. Our response to getting out of the situation might begin with the words, “Knowing what I know about…
3. The Rule of Social Proof- One way to discuss correctness is to observe others. Social proof is most influential under two conditions: First, is uncertainty, when people are unsure- the situation is ambiguous; Second, is similarity, when people follow the lead of others. Example: Do not be vulnerable. Do not base your actions on those of others.
4. The Rule of Liking- People prefer to say yes to someone they know and like. “Liking” creates influence. Physical attractiveness- These people are more persuasive. Similarity- We like people who like us. Praise- We like people who compliment us. Increased Familiarity- Repeated, positive contact brings about liking. Association- With products and things- Share in the halo effect by association. We should make decisions based on merits of the offer and not the one making it.
5. The Rule of Authority- Deference to authority is common in society. Titles- clothing- automobiles. Example- Is the authority truly an expert? If we think not, then why do we trust what is being said?
6. The Rule of Scarcity- There is more value when there is less availability. People respond to a loss of freedom by desiring to have more freedom. Newly scarce items are heightened in value. The people compete for scarce items. There is more attraction.

Discuss Zimbardo’s five propositions about the appeal of cults and Pratkanis and Aronson’s seven suggestions for creating a cult.

1. No one ever joins a cult. People join interesting groups that meet their needs. Cults become cults when they oppose basic values of society.
2. Cults represent the default values of society. Cults fill in missing functions. Cults thrive when societies fail to meet citizen needs.
3. If you do not stand for something you will fall for anything. Our culture evolves rapidly. We do not validate reality. We become strained and distorted.
4. Whatever a cult member has done, any person could do under certain conditions. Self- destructive things happen when manipulated, situational conditions exert power over individual dispositions to produce immorality, illegality, irrationality, aggressiveness.
5. Cult methods are not mind control; they are nothing more than mundane tactics of social influence. There is nothing exotic about this.
6. Create own social reality (remove all threats).
7. Establish in-group of followers and out-group of unredeemed.
8. Generate commitment through dissonance reduction (effort justification).
9. Establish cult leaders’ credibility and attractiveness.
10. Send members out to convert unredeemed.
11. Distract members from thinking undesirable thoughts (never alone and constant ritual).
12. Fix members on phantom promised land.  (Pratkanis & Aronson, 1992)

Define Groupthink in current events that illustrate the concept. Finally, describe methods to prevent Groupthink.

Groupthink occurs when members of an in-group try to minimize conflict by reaching consensus without critically testing, analyzing, and evaluating ideas. Individual creativity, motivation, and individualism are sacrificed in favor of group oneness. Groupthinkers make quick, foolish, embarrassing decisions. Group cohesion will lead to Groupthink if there are structural faults in the organization or if provocative situational contexts arise. Beware if there is a defective leader, a homogeneity of members, or an isolation from outside sources. Groupthinking leads to a de-individualization and a loss of self-awareness or situations that foster anonymity.

A current example of Groupthink would be the decisions of the Bush White House and its invasion of Iraq because it possessed weapons of mass destruction. These have never been found, and yet we continue to fight there.

Whyman and Ginnett (2005, p. 13-14) offer these suggestions for preventing Groupthink in an organization:

1. Take time at the beginning of the meeting to have a dialogue about the problem.
2. Clarify the goal.
3. Make a list of criteria for the decision.
4. Use straw votes as initial polls, not as final decision makers.
5. Ask probing questions.
6. Create a group that suggests policy and reports to the larger group.
7. Let all members of the group voice an opinion before the leader expresses an opinion.
8. Discuss within subgroups, then report back.
9. Divide into subgroups, then discuss differences.
10. Bring in outside experts.
11. Use a devil’s advocate to question the group’s ideas.
12. Hold a second-chance meeting to offer a last opportunity to choose another course of action.

Discuss how the group definition of who you are (i.e., your race, religion, gender, academic major, etc…)

I cannot help being born the gender that I am. I cannot help being a member of my race. I did not choose where I grew up, not did I select my parents. As I have grown up, I exert more personal influence over my religion and my academic major. I am responsible for my thinking. If I can change the way I think, my life will get better.

I have constant self-talk. That is the running inner dialogue that most all of us have. Some call this our conscience. Our negative, inner voices can destroy us from within. This voice can make anything worse. If I can change my mind, I can change my attitude. I can change my inner dialogue.

References

Cialdini, R. (1998). Influence: The Psychology of Persuasion. New York: Harper Collins.

Pratkanis, A., & Aronson, A. (1992). Age of Propaganda: The Everyday Use and Abuse of Persuasion. New York: Henry Holt.

Whyman, W., & Ginnett, R. (2005). A question of leadership: What can leaders do to avoid groupthink? Leadership in Action, 25(2), 13-14.

Zimbardo, P. (1997). What messages are behind today’s cults? American Psychological  Association Monitor. May.