A

PAPER ON

PUBLIC OPINION, PROPAGANDA AND DISINFORMATION

(MAC 723)

QUESTION

LAWS OF PERSUATION

WRITTEN BY

IDIEGE, OMANG AUGUSTINE

Ph.D/MAC/21/0031

SUBMITTED TO

PROF. LINUS OGBUOSHI

(COURSE LECTURER)

DEPARTMENT OF MASS COMMUNICATION

FACULTY OF COMMUNICATION TECHNOLOGY
UNIVERSITY OF CROSS RIVER STATE (UNICROSS), CALABAR

IN PARTIAL FULFILLMENT OF THE COURSE REQUIREMENTS FOR THE

AWARD OF DOCTOR OF PHILOSOPHY IN MASS COMMUNICATION

AUGUST, 2023
 LAWS OF PERSUASION

Introduction

Persuasion is an act or process of presenting arguments to move,

motivate, or change your audience. Persuasion can be implicit or explicit

and can have both positive and negative effects. In this chapter the

importance of ethics will continued to be reviewed, especially related to

presenting motivational arguments to your audience so that they will

consider your points, adopt your view, or change their behavior.

Motivation is different from persuasion in that it involves the force,

stimulus, or influence to bring about change. Persuasion is the process,

and motivation is the compelling stimulus that encourages your audience

to change their beliefs or behaviour, to adopt your position, or to

consider your arguments.

Persuasion is the process of changing or reforming attitudes, beliefs,

opinions, or behaviors toward a predetermined outcome through

voluntary compliance. If you properly implement the strategies of

Maximum Influence, you’ll persuade others not only to want what you
want, but also to be eager to do what you want. Note that persuasion is

not the same as negotiation, a term that suggests some degree of

backing down or meeting in the middle. Rather than compromising, as in

negotiation, effective persuasion will actually convince the opposing

party to abandon their previous position and embrace yours.

The Laws of Persuasion: A Comprehensive Exploration

Persuasion is a complex and intricate art that has been an integral part

of human communication for centuries. Whether used in politics,

marketing, or everyday conversations, the ability to persuade others is a

skill that can shape opinions, drive decisions, and influence actions. To

understand the laws of persuasion, we delve into a multifaceted world

where psychology, communication, and ethics intertwine.

1. Reciprocity: One of the fundamental laws of persuasion is

reciprocity. People tend to feel obligated to give back when they receive

something. This principle can be seen in action when businesses offer

free samples or when individuals offer help with the expectation of

receiving assistance in return.

2. Scarcity: The scarcity principle highlights how people are more

inclined to desire something that's perceived as limited or rare.

Advertisers often employ this law by emphasizing limited stock or time-

sensitive offers to create a sense of urgency and encourage quicker

decisions.

3. Authority: People tend to follow figures of authority. This principle is

evident in the way individuals listen to experts, professionals, or people

with perceived knowledge in a particular field. Establishing oneself as an

authority figure can significantly enhance persuasive efforts.

4. Consistency: Once people commit to something, they are more

likely to follow through to remain consistent with their previous actions

or statements. Persuasion leverages this law by getting individuals to

make small commitments that align with the desired behavior,

eventually leading to more substantial actions.

5. Liking: The principle of liking suggests that people are more easily

persuaded by those they like or feel a connection to. Building rapport,

finding common ground, and showing genuine interest can enhance

persuasive interactions.
6. Consensus: People often look to what others are doing to determine

their actions. When individuals see a large number of people adopting a

particular behavior, they are more likely to follow suit. This law is utilized

in marketing by showcasing testimonials, reviews, or social proof.

7. Emotion: Emotions play a significant role in persuasion. Messages

that evoke strong emotions, whether positive or negative, tend to be

more memorable and impactful. Crafting narratives that resonate

emotionally can lead to more persuasive outcomes.

8. Framing: How information is presented or framed can greatly impact

how it's received. Positive framing focuses on the benefits, while

negative framing highlights the potential losses. Choosing the right

frame can influence the decision-making process.

9. Cognitive Dissonance: This law centers on the discomfort

individuals feel when their beliefs or behaviors contradict each other. To

alleviate this discomfort, people are more likely to adjust their beliefs or

behaviors. Persuasion can exploit this principle by highlighting

inconsistencies and providing a solution that aligns with the desired

outcome.
10. Authority vs. Authenticity: While authority figures can be

persuasive, authenticity is equally crucial. In a world where people value

genuine connections, those who can balance expertise with relatability

tend to be more persuasive.

11. Cultural Sensitivity: Persuasion must consider cultural nuances

and differences. What works in one culture may not be effective in

another. Being sensitive to cultural norms and values is essential to

successful persuasion.

12. Ethical Considerations: The laws of persuasion must be wielded

responsibly. Manipulative tactics can erode trust and lead to negative

consequences. Ethical persuasion focuses on presenting truthful

information and respecting the autonomy of individuals.

13. Cognitive Biases: Persuasion often exploits cognitive biases—

systematic patterns of deviation from norm or rationality in judgment.

Understanding biases like confirmation bias, availability heuristic, and

anchoring can help shape persuasive messages more effectively.

14. Storytelling: Narratives are a powerful tool in persuasion. A well-

told story can captivate an audience, evoke emotions, and make

information more relatable and memorable.

15. Visual Persuasion: The visual aspect of communication plays a

crucial role in persuasion. Images, colors, and design elements can

enhance the persuasive impact of a message.

16. Tailored Messaging: Persuasion becomes more potent when

messages are tailored to the individual's needs, preferences, and values.

Personalized communication demonstrates a deeper understanding and

increases the likelihood of persuasion.

17. Overcoming Resistance: Persuasion often faces resistance.

Effective persuaders anticipate objections and address them proactively,

turning potential challenges into opportunities.

18. Flexibility: Persuasion is not one-size-fits-all. Successful persuaders

adapt their strategies based on the context, audience, and goals they

are dealing with.

Conclusion

In conclusion, the laws of persuasion are a dynamic set of principles that

shape human interactions and decision-making processes. To be an

effective persuader, one must understand the psychological

underpinnings of human behavior, employ ethical strategies, and adapt

to the ever-changing landscape of communication. Whether in

marketing, politics, or everyday conversations, mastering the art of

persuasion can yield powerful results while fostering meaningful

connections.