The Power Of Persuasion And Influence

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‘Critically evaluate how persuasion and influence can be used in your field of vocational interest. This can relate to how they are used within your field or in order to gain a place in your field. ‘

The power of persuasion can be very important and highly useful in teaching. Cialdini (2007) argues that there are 6 basic principles to persuasion and influencing people. These are reciprocity, commitment, social proof, authority, scarcity and liking. These principles are used in the service industry such as in businesses and marketing (Cialdini & Goldstein, 2002). The Yale approach claims that effective persuasion depends on three factors, who the persuader is, the type of communication used, and who is being persuaded (Riley, Hovland, Janis
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The approach argues that the person giving the information, the person receives the information and the type of information received is extremely important in retaining that information (Crowley & Hoyer, 1994). For example a student would be far more likely to learn from a person who has authority over them, so a teacher would be able to communicate information more easily to the student if they are perceived as having a higher authority than them (Petty, Wegener & Fabrigar,…show more content…
Reciprocity for example can be exploited for profit as it can promote unequal exchange between partners (, 2015). This can be seen in Regan’s (1971) study as Regan’s assistant only gave participants a bottle of coca cola however they reciprocated by giving him a gift worth more than the gift given. This could in theory be used in a classroom by a teacher to persuade a student to do something in which they do not want to do and are not comfortable in doing, because they feel they are in debt to the teacher. Studies have also shown that in the principle of reciprocation even when the person giving the gift does not ask to be reciprocated the recipient feels stressed and indebted to the person causing them anxiety (Larson, 1973).

In conclusion influence and persuasion in a teaching setting can be an extremely powerful tool, as it can help people achieve a goal through the principle of commitment and consistency, and increase compliance of a student through the principle of reciprocation. However these principles can also be used to mislead and deceive people and even cause stress through feeling indebted to a
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