1 Prinsip & Mekanisme Persuasi Pertemuan 7 Matakuliah: U0062/Strategi Manajemen Persuasi Tahun: 2006

2 Persuasion Faced with an adversary who is doing something we do not like, or who is not doing something we wish to have done, persuasion can be an invaluable tool. Though "power" is generally considered to be coercion or force, persuasion can be powerful too, as is evidenced by the common saying, "the power of persuasion."

3 Persuasion Social-interest theorists tend to define persuasion as a form of social influence: Influence investigates the causes of human change -- whether that change is a behavior, an attitude, or a belief. Inducing a change in behavior is called compliance. Inducing a change in attitude is called persuasion. Inducing a change in belief is called either education or propaganda -- depending on your perspective.

4 Persuasion Sometimes, social-influence scholars include under the term "persuasion" the concept of inducements, which tend to better fit my definition of exchange power or even coercive power, rather than persuasive power. At other times, efforts focused on behavioral change may be left out. In those cases, the writer is concerned only with efforts to change attitudes, not with efforts to change behaviors.

5 Persuasion Some of the most useful research on persuasion can be found in the social- influence literature, but the key term may be used somewhat differently in that literature from the way in which it is used here.

6 Principles of Persuasion Social-influence scholars have developed a variety of ways of categorizing the mechanisms through which people persuade others to change their behavior.  In all cultures, people tend to return favors.  Behave in ways that they feel they are expected to behave. The wise negotiator can use this to her or his advantage.

7 Strategies of Persuasion While each of these principles is supported by both systematic and anecdotal evidence, it is not always clear how one might utilize the principles in a particular relationship or encounter.  "A third kind of persuasive argument tries to turn a divisive issue into a problem that is shared and needs a mutually satisfactory solution." In the conflict-resolution literature, this is an example of what is called “reframing."

8 Strategies of Persuasion Reframing allows the adversary to see the issue differently and to retreat from a previously stated singular position to a new, shared one; it may also serve as a face saving mechanism.  Persuasion may also occur through "appeals to common values and norms. The appeal is made to abstract principles, shared identifications or previously neglected values.“ It should be noted that each of these forms of persuasion can lead to a warming and strengthening of a relationship between current / former adversaries, as well as to a cementing of an already good relationship.