文档介绍：FROMHBR THE HARVARD BUSINESS REVIEW
OnPoint
ARTICLE
Master the magic of Harnessing the Science
persuasion—discover
the surprising science of Persuasion
behind it. by Robert
New sections to
guide you through
the article:
• The Idea in Brief
• The Idea at Work
• Exploring Further. . .
PRODUCT NUMBER 7915
THE IDEA IN BRIEF Harnessing the Science of Persuasion
Do you have it—that magical power to through others—despair of ever mastering
capture your audience, sway undecideds, con- this art?
vert opponents? In an era of cross-functional
Good news—from behavioral science:
teams and pany partnerships, masters
Persuasion works by appealing predictably
of persuasion exert far greater influence than
to deeply rooted human needs. The rest of
formal power structures.
us can learn to secure consensus, cut deals,
But is persuasion really magic? Must we win concessions—by artfully applying six
ordinary types struggling with leadership’s scientific principles of winning friends and
greatest challenge—getting things done influencing people.
THE IDEA AT WORK
PERSUASION PRINCIPLES
PrincipleExample Business Application
LIKING: At Tupperware parties, To influence people, win friends, through:
People like those guests’ fondness for their Similarity:Create early bonds with new peers, bosses,
like them, who like host influences purchase and direct reports by informally mon
them. decisions twice as much as interests—you’ll establish goodwill and trustworthiness.
regard for the products. Praise:Charm and disarm. Make positive remarks about
others—you’ll generate more pliance.
RECIPROCITY: When the Disabled American Give what you want to receive. Lend a staff
People repay Veterans enclosed free per- member to a colleague who needs help; you’ll
in kind. sonalized address labels in get his help later.
donation-request envelopes,
response rate doubled.
SOCIAL PROOF: More New York City residents Use pe