The Science Of Persuasion Summary

The Science of Persuasion article gave excellent insight into the various tactics that are used in advertisements, marketing communications, and even in everyday life by our peers who are ultimately trying to make an exchange for something they want or need. The Cialdini article discussed the six persuasive strategies of reciprocation, consistency, social validation, liking, authority, and scarcity. I think we have experienced each of these strategies in different strategies at various points in one’s life. Personally, the reciprocation strategy is the most basic and subconscious as most people feel obligated to return a good deed done unto them. This persuasive tactic is enhanced even more when you add the element of liking. The article states …show more content…
Social validation is also a form of peer pressure in which majority wins or majority is right. Social validation is probably best used on generation Z, in which they are not yet trying to individualize themselves but, are still in the stages of conformity even if they don’t participate in many group activities. Social validation can backfire when frequently depicting an undesirable behavior such as, smoking, polluting the environment, suicide and so forth. Information campaigns that stress that these acts are intolerably high and constantly show the undesirable act sometimes have a negative boomerang effect in which the outcome is an increased participation in the undesirable activity. Of all the tactics I think scarcity and consistency is the most productive of the methods in that they announce an intent of action and/or call for a commitment. In my experience, when someone is attempting to persuade me they succeed with statements such as, “I don’t know if this opportunity will be offered again” or “I only have a few spots left!” in which I feel an urgency to commit to the call of …show more content…
For instance, “WOLF WHEELS” would need to know how many college students use bikes, need bikes, want accessible transportation, as well as the factors that influence their wants. I can use these strategies in my own proposal by evaluating what target market my proposal is appealing to in order to best decide what strategy would employ the greatest number of favorable responses. In reference to “WOLF WHEELS”, in appealing to college students in need easily accessible transportation I believe the strategies of reciprocation, social validation, liking, and scarcity would solicit the best responses. Due to “WOLF WHEELS” appealing to a relatively young crowd who value the opinions of others as well as responding to the unavailability of an important need these tactics would work best. For example, in advertising “WOLF WHEELS” we would use a group of friends using the service as well as presenting the facts on lack of transportation in accordance with the benefits they receive from using our service! They help us and we help them get to their desired location