Research Paper on Science of Persuasion

Introduction

Cialdini & Martin (2012) provide the most persuasive source. Their tutorial is very insightful on the art of persuasion because it provides in-depth analyses of everyday situations. The source gives information that is relatable to any individual. It makes one think about the everyday instances that they are forced to make a decision after talking to someone else. Indeed, other sources also provide different techniques to persuading others. However, they highlight them from an academic point of view that is not very convincing to the reader. Cialdini & Martin (2012), on the other hand, give a very simple account of persuasion that is premised on everyday occurrences. They base their assertions on human behavior that is common and definitive of the decision-making process. For instance, the authors discuss reciprocity and provide an example of a friend who invites another for a social gathering. In this situation, the friend will have to reciprocate on a later date by also extending an invite. Another simple example is a waiter who provides someone with a gift after serving them. They can give a guest a fortune cookie or mint. The guest will then be inclined to reciprocate through a tip because they feel indebted to the waiter.

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Hence, Cialdini & Martin (2012) use human behavior that is relatable to normal situations as opposed to complicating their presentation with an academic background. The tutorial also employs examples from situations that have influenced big businesses in the society. For example, British airways increased its sales by citing the scarcity of its flights. The example is persuading because it is premised on events that occurred and increased the profitability of a major company. The tutorial manages to become persuasive by providing specific information. In this case, it does not merely assert concepts like McLean (2012) does. Rather, it goes into depth to illustrate these techniques using actual examples that are very convincing. It is, therefore, easy for one to understand how the techniques highlight would persuade them when employed in the different situations they encounter.

Memo to Employees

I want to begin by thanking you for your invaluable contributions to this company. Time and again, you have risen to the occasion and provided this company with the best services possible. You have excelled through challenges and showcased competency of the highest levels. You are at the very core of our success as an organization and we highly appreciate the work you do.

Like many of you, I have always looked forward to my weekends. It is perhaps the only time available for me to watch my son paint, relax, and attend to my personal problems. However, there are moments when I have to sacrifice this time to ensure I attend to the needs of this company. As many of you are aware, we have experienced an increment in clientele that has created a lot of workload. Therefore, I have to cancel my plans this weekend and ensure the company continues in this road of stability. Today, I am making a humble appeal for you to join me this weekend. We have to work together to ensure this company remains stable. We can, however, only achieve this if we sacrifice our weekend plans and clear the work so that our clients remain loyal to us.

I understand that this situation is not ideal considering how hard you all work in the course of the week. However, I would like you to reflect on all the times this company has been understanding to your personal problems. Consider moments when you have been granted time off to attend to personal matters and emergencies. Today, we are asking you to extend a kind hand and facilitate future cooperation that is considerate to all your needs. Additionally, you should also think about how your input will impact you in the long run. In this case, happy clients lead to better economic times for the company that will in turn improve your standards of living. Aspects such as an increase in payment and many other incentives can only be possible when the company is winning.

I look forward to our mutual cooperation this weekend. It is my hope that you will look at this as an opportunity to grow and plant your seed in this company. Again, we are truly grateful for your continued support and hard work. Thank you.

Conclusive Discussion

The memo incorporated concepts from Cialdini (2001). For instance, the author argues that individuals are more likely to be persuaded by those to whom they relate. Likeness in this case is premised on whether or not the audience considers the speaker to be like them. The memo embraced this relatable concept to a great extent. I gave examples of how I spend my time on the weekends so that the employees would look at me as one of their own. I communicated that the weekend was just as important to me so that I am relatable to them, which makes persuasion possible. Cialdini (2001) also argues that individuals tend to showcase the same treatment they receive from others. Hence my memo endeavored to highlight kindness and understanding. The rationale was to ensure the employees treated me in a similar manner by agreeing to work over the weekend. Cialdini (2001) also opines that people want to make decisions on their own. The voluntary aspect is very important in the persuasion process. Therefore, my letter was asking as opposed to telling employees to work on that weekend. I was making an appeal and made it clear that it was within their decision to work or attend to their plans.

The memo also incorporated concepts from McLean (2012). According to the author, reciprocity plays an important role in the persuasion process. It is a principle that emphasizes expectations from the parties involved (Cialdini & Martin, 2012). I put emphasis on reciprocity by making the employees reflect on the moments when the company understood their situation. The point was to make them understand that it is their turn to showcase the same understanding that was accorded in the past and will be extended in the future. McLean (2012) also highlights the concept of liking from the perspective of people respond to those who showcase affection. I used this when I communicated how much the company appreciates the employees and the immense contributions they make. By stressing this point, I made the employees think of their invaluable service by facilitating a sense of importance. Lastly, I used the memo to call the employees to action that I cited would directly benefit them (McLean, 2012). I presented a workload problem and asked them to help with their time.

References

Cialdini, R. B. (2001). Harnessing the science of persuasion. Harvard Business Review, 79(9), 72-79. [EbscoHost] Now take a look at this more detailed reading to expand your knowledge of persuasion:

Cialdini, R. B., & Martin, S. (2012). Science of persuasion. Influence at Work. Retrieved from: https://www.youtube.com/watch?v=cFdCzN7RYbwMcLean, S. (2012). Chapter 14: Presentations to persuade. Communication for Business Success. Lardbucket.org