Page 153 - E2 Integrated Workbook STUDENT 2018

Managing organisational relationships

Influence, persuasion and negotiation

3.1 Influence

Influence is the ability to change others’ attitudes, opinion or
behaviour.

Influence can be direct or indirect.

Cialdini came up with six principles of influence (or the six weapons of influence).
These can be used whenever there is a need to influence others.

 Reciprocity – Human nature can lead us to feel obliged to return favours.
Therefore we may be influenced to support someone who has supported us in
some way in the past.

 Commitment (and Consistency) – As humans, we desire consistency and don’t
like to be seen to be changing our minds. Therefore we may be influenced to
follow through with our support for something if we had shown some initial
interest in it.

 Social Proof – This principle relies on the fact that humans tend to be
influenced by peer pressure. If we see others acting in a certain way, it is likely
to influence us to act in the same way.

 Liking – This principle is based on the fact that as humans we are more likely
to be influenced by people we like, people who are nice and friendly towards us
or people who are similar to us.

 Authority – This is based on the premise that we are more likely to be
influenced by people in positions of authority. This comes from a sense of trust
and respect for the position held.

 Scarcity – This principle suggests that we are more likely to want something if
its availability is limited. We are more likely to support something if we fear
losing out if we don’t.

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