Influence: the Psychology of Persuasion

Persuasion is the act of influencing or convincing a person to undertake a particular action or subscribe to a certain belief through the transmission of a message. There are six main principles of persuasion (Caldini, 1984). These principles are principle of reciprocity, commitment and consistency, social proof, authority, liking and scarcity. Despite using the above principles during persuasion, there are common fallacies in reasoning that can undermine the effectiveness of that process (Brizee & Weber, 2011). One major fallacy that affects my behavior as a consumer is that of begging the claim where a claim cannot be proved since I have a certain perceived mindset. This means that it is possible for me to make ill informed decisions due to my preconceived opinions. To counter that, the best thing to do is to educate myself about that particular subject before forming opinions. Carrying out a research to prove my claims is also a viable option to avoid pitfalls brought about by this fallacy.

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