UPSC Ethics Notes: Persuasion and its Technique
What is persuasion?
Persuasion is the art of influencing others’ attitude, beliefs and thereby change or strengthen their behaviour.
Mindset or Attitude of the person (subject) decides method of persuasion
|Strongly Opposed||Create Uncertainty|
|Moderately Opposed||Reduce Resistance|
|Moderately Favourable||Amplify Attitude|
|Strongly Favourable||Gain Behaviour|
Steps of Persuasion
- Establish Your Own Credibility
- History of good judgement should be displayed
- Expertise in the field
- Listening to others
- Build strong relationship with the subject
- Find Common Ground
- Explain benefits and advantages
- Understand the subject’s views
- Evidences in favour of your position
- Use Stories or imagery or anecdotes to elaborate
- Present facts and figures
- Use of clear logic and metaphors
- Connect Emotionally
- Understand emotions
- Demonstrate true commitment
- Emotional Intelligence
Example of persuasion
A common example of persuasion is the advertising industry. The whole of advertising industry revolves around persuading the consumers to buy their product. This may be done via creating imagery of fear or promises of better future.
For example, the health insurance companies play on your fear of poor health and financial insecurity. On the other hand, energy drink companies promise you a better health after using their product.
If you look at the great leaders in the history of the world, you will notice that it is their power of persuasion that makes millions give their life for them. When it is done on genuine premises, they create long lasting bond between the leader and her audience. However, if the premises turn out to be false (for example building a wall and making the Mexican pay for it) then the leader is bound to lose his ground.
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