Influence And Persuasion

Front 1

Power definition

Back 1

Power is a latent property which gives a person the capacity to exert their will.

Front 2

Structural sources of power - Pfeffer, 1992

Back 2

Formal position of authority
Access to, and control over information and other resources
The centrality of a unit/section to the business
Being irreplaceable

Front 3

Individual sources of power - Pfeffer, 1992

Back 3

Sensitivity and the ability to read and understand others
Flexibility and selecting varied means to achieve goals
Ability to be a 'subordinate' and 'team player' to enlist the support of others.

Front 4

Five power bases

Back 4

Reward Power
Coercive Power (penalties and sanctions)
Referent Power (charisma and role model like traits)
Legitimate Power (Authority)
Expertise Power (Knowledge)

Front 5

Influence definition (referenced)

Back 5

Ability to affect another's attitudes, beliefs or behaviours without using coercion or formal position, and in such a way that the influencee believes they are acting of their own accord.

-Huczynski, 1996

Front 6

Key Variables for Influencing

Back 6

Influencer - characteristics, flexibility towards approach, control over themselves and others.
Message
Influencee - characteristics, motivations, ideals, etc.

Front 7

Qualities needed to be an effective influencer (Name three)

Back 7

Effective communication - including choosing the right medium. Feedback. Active listening.
Ability to Motivate and Inspire
Appropriate rewards and reinforcement
Sensitivity to context
Genuine desire to develop others

Front 8

Persuasion definition

Back 8

A form of influence which guides the influencee towards an adoption of behaviour, belief or attitude, preferred by the persuader.

Front 9

Three things persuader must do for the change to be long lasting (Reardon)

Back 9

Address the persuadee's motivation - why do they do or act the way they do.
Get influencee involved - goal setting theory for example, people will see how the change helps them to reach their goals.
Reward them for changing - encouragement and acknowledgement. Recognise and appreciate efforts to change and eventually they will perceive the change as a reward in itself.

Front 10

For persuasion to be effective, persuader needs to first.. (Conger)

Back 10

Establish Credibility - Expertise, Trustworthiness, Composure and Impression.
Frame towards a common ground - provide perspective based on their values
Reinforce with logic and reasoning - any errors will arouse doubt
Establish an emotional connection - appeal to feelings, fears, dreams, egos, etc.

Front 11

Balance Theory

Back 11

Heider.

Front 12

Inoculation Theory

Back 12

McGuire.
Involves careful preparation, and proper presentation of arguments in and appropriate and compelling environment.
Uses 'facts' and explains positives and negatives.
Addresses possible issues/complaints before they are communicated.

Front 13

ACE Theory

Back 13

Reardon.
Appropriateness - based on generally accepted standards, norms, rules or morality, thus, the message must be geared towards their beliefs and interest.
Consistency - how does the proposed change compare to what they currently value or have previously expressed.
Effectiveness - Does it lead to a desired state/outcome. Persuaders demonstrates how change will meet persuadee's needs.

Example - Business Conference.

Front 14

Cognitive Disssonance

Back 14

Festinger.
To deal with this, the theory suggests the PERSUADEE will:
-Increase attractiveness of chosen alternative (held belief)
-Decrease attractiveness of unchosen alternative
-Create an overlap (a reason to compromise)
-Revoke completely
Occurs when two or more beliefs are in conflict, i.e. their actions are inconsistent with their attitude.
Joule & Beauvois.

Front 15

Other Theories

Back 15

General Reward Theory.
More likely to be influenced by someone you like.
Focuses on persuader's rewarding characteristics, e.g. sincerity, intelligence, etc.
Non-verbal cues.

Front 16

Persuasion and Power

Back 16

Overlap.
Inoculation = Expertise Power Base.
Influencing requires having control over others - suggests it is not independent to power.

Front 17

Effects of Power/Influence

Back 17

Obedience
Compliance
Commitment
Conformity
Resistance

Front 18

Ethical Implications

Back 18

Is it persuasion or manipulation?
Is it used in conjunction with a power base of fear?
Who really benefits?
Is information presented accurately?
Is the interaction a healthy debate or a test of two wills?

Front 19

Other important concepts

Back 19

Rapport
Effective Communication
Empathy