Weapons of Influence
Another method that can be used in
order to persuade the subject to lean a
specific way is to use the weapons of
influence that are available. These six
influences were developed by Robert
Cialdini in his book
Influence.
This
book discusses the art of persuasion
and defines the six weapons of
influence that can make the agent
successful in their goals. The six
weapons of influence are reciprocity,
commitment and consistency, social
proof, liking, authority, and scarcity.
These six weapons of influence are
very important to the agent since they
are a part of the process of change in
their subjects. Each of these six
weapons will be discussed below.
Reciprocity
The first weapon of influence is the
principle of reciprocity. This principle
states that when one person, the agent,
provides the other person, the subject,
with something of value, the subject is
going to attempt to repay the agent in
kind. This basically means, when the
agent performs some type of service to
the subject, the subject will feel that
they have an obligation to perform a
similar service to the agent at some
time. While the two services might not
be identical, they have the same kind of
value so that the obligation of each is
equaled out.
The act of reciprocation ends up
producing a sense of obligation in the
subject, which the agent will then be
able to use as a powerful tool when
they want to use persuasion. The rule
of reciprocity is very effective because
it helps the agent get the subject into
the right frame of mind for the act of
persuasion by instilling and
overpowering the subject with a sense
of obligation. The agent may be more
likely to get the subject convinced to
do or act a certain way because the
subject will have that sense of
obligation hanging over them.
Another added benefit for the agent in
using reciprocity is that it is not just a
moral standing that will put the
obligation on the subject; it is also a
standing that is held up by social codes.
The agent is not going to need to worry
about whether the subject has the right
moral code to return the favor. If the
subject does not feel the need to do so,
the agent has some tools available to
spur them into action.
As a society, people do not like
individuals who are negligent in
returning a favor or payment when they
are offered a free gift or service. If the
agent does not feel like the subject is
going to reciprocate to them, they will
be able to turn them in to their social
group. They can do this by telling other
friends or coworkers about how they
did a favor for the subject but the
subject never returned it when it was
needed. Now the agent has forced
social standards on the subject through
the telling of the favor, making it even
more likely that they will be able to
persuade the subject into doing
something.
For the most part, the subject will be
happy to reciprocate to the agent
without needing any outside forces.
When the favor is granted, the subject
will begin to look for ways that they
can repay the agent so that the score is
even and they do not seem greedy or
selfish. The agent will then be able to
provide an easy solution to the subject
on how to repay this debt; the subject
will feel gratitude at having this easy
solution and will be more likely to go
the way that the agent wants.
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