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29 June 2008, 14:37
Lifting the lid on the science of persuasion
Hallo, dear Reader!
Cajole your boss into giving you a raise, win someone round to your point of view, or persuade your partner it's their turn to put out the trash - getting people to do what you want can be very handy. Persuasion is a key element of all human interaction, from politics to marketing to everyday dealings with friends, family and colleagues. "Persuasion is a basic form of social interaction," says Eric Knowles, emeritus professor of psychology at the University of Arkansas in Fayetteville. "It is the way we build consensus and a common purpose."
Unfortunately persuasion is both notoriously difficult to pull off and almost impossible to resist when done well. Psychologists have long been fascinated by persuasion - why some people are more persuasive than others and why some strategies work where others fail. Over the next six pages we bring together some recent insights into the science of persuasion.
For those who don't want to be persuaded, there are lessons here too. Knowing the strategies charmers and advertisers adopt can help you resist their guile.
1 Be a mimic
WHEN you're aware of it, it's one of the most infuriating behaviours imaginable. Yet mimic someone's mannerisms subtly - their head and hand movements, posture and so forth - and it can be one of the most powerful forms of persuasion. That's the conclusion of a number of recent studies.
William Maddux at the INSEAD business school in Fontainebleau, France, explored the effect of mimicry on 166 students in two role-play experiments, one involving negotiation between job candidates and recruiters, the second between buyers and sellers (Journal of Experimental Social Psychology, vol 44, p 461). In both cases, the outcome of negotiations was better for the would-be persuaders when they employed subtle mimicry. For example, in the buyer-seller experiment, 67 per cent of sellers who mimicked their target secured a sale, as opposed to 12.5 per cent of those who did not.
Another study by Robin Tanner at Duke University in Durham, North Carolina, asked students to discuss a new soft drink with sales reps (both the reps and the drink were fictitious, though the students did not know this). Half of the reps were instructed to mimic the physical and verbal behaviour of half of the students they spoke to.
These "chameleon" reps elicited more positive ratings of the drink, and volunteers they mimicked consumed more of it during the chat. "Ours is the first study to show that mimicry can essentially enhance persuasion in interpersonal interactions," says Tanner. Intriguingly, people felt especially positive about the drink and its market prospects when the mimic explicitly stated their vested interest in the success of the drink (Journal of Consumer Research, vol 34, p 754).
It is possible, though, that the reps in the "no mimicry" group subconsciously resorted to mimicry. Jeremy Bailenson and Nick Yee of Stanford University got round this by using virtual reality avatars. They asked 61 students to watch and listen to an avatar arguing that students should carry ID cards at all times - an unpopular proposal. For one group, the avatar moved in a pre-programmed human-like way. In the other, computers tracked the students' head movements, which the avatar mimicked after a 4-second delay (previous studies suggested a delay of 2 to 4 seconds works best). Students who had been mimicked were more likely to respond favourably.
But be warned, overt mimicry can backfire on the mimic, or at least be very embarrassing if detected, says Tanner. "It's far from a free shot at persuasiveness."
The crucial factors are: be subtle, leave a delay and, whatever you do, if you think there's even the slightest chance you've been rumbled, stop.
From ,,Eight ways to get exactly what you want""
* 07 May 2008 * From New Scientist Print Edition. * Dan Jones * Alison Motluk
To your succsess
Margarita Nomeikiene
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