The psychology of persuasion: Purpose, impact, and forward movement

Persuasion is a unique psychological concept, often misinterpreted as manipulation or coercion. There are more facets to persuasion than some may realize, and there may also be ways to healthily use it to be a leader in your career, home life, and education. If you're interested in learning more about persuasion, it can be helpful to understand the studies surrounding it and the initial principles theorized to be a part of it. 

What is persuasion in psychology?

According to the American Psychological Association (APA), persuasion is an attempt by one to change another person's attitude, beliefs, emotions, or actions. Persuasion can be positive or negative, depending on the intentions of the person persuading another individual. 

The six principles of persuasion

In psychology, persuasion is a social tool that people use unconsciously or consciously to drive change. Psychologist and researcher Robert Cialdini dedicated his entire career to his theory of the six universal principles of persuasion. According to Dr. Cialdini, these principles included: 

• Reciprocity: People want to give back when given something, whether money, a gift, a service, or a deal.  
• Scarcity: People may want something more when it is in short supply. 
• Authority: People want something more when they feel it is based on expert advice or the person offering it is a known expert, celebrity, or influencer. 
• Consistency: People may be more likely to follow their promises when committed to them through duty, like a credit card or a program with steps. 
• Likability: People may be influenced more often by those they feel are more beautiful, likable, or interesting than them. 
• Consensus: People trust social consensus (popularity) more than they may trust an initial offer. 

These six principles are often used in marketing but can also apply to persuasion at work or between people. For example, if you want to persuade your best friend to go on a weekend trip with you to a lake cabin, you could use the following forms of the above six principles: 

• Reciprocity: "I'll give you a ride there." 
• Scarcity: "We can't go any other weekend because the cabin won't be available." 
• Authority: "Our favorite celebrity wrote a positive review about another rental on the property last year.” 
• Consistency: "You said you'd go with me a few months ago." 
• Likability: "It's beautiful there. I saw that your dad has been there before.”  
• Consensus: "You should check out the online reviews,; they've all been positive." 

Psychological studies on persuasion

Although the six principles of persuasion are a popular theory, it can be helpful to look at what psychological studies say about persuasion in different settings. Below are a few you can examine.  

Persuasion in the workplace

Wharton University reports three main types of persuasion often used in a career setting, including emotional, cooperative, and logical appeals. When using persuasion in the workplace, you determine which appeals best fit the situation. Below are further examples of these appeals: 

• Emotional: Persuasion by connecting to someone's feelings of well-being, belonging, and connection. For example, you might talk about their values, hobbies, and family members.
• Cooperative: Persuasion by seeking advice from others and showing that you trust the individual's opinion. You can bring up your end goal by asking the person about it instead of telling them about it.
• Logical: Logical persuasion can involve discussing the topic intelligently. You may bring forward facts, research, or experiments proving that your suggestion is legitimate. 

Studies have proven that workplace persuasion often involves these categories, including reciprocity and cooperation. Persuasion is often easier when a team works together and feels their leadership has their best interests at heart.  

Persuasion in groups

Studies have found that people are more persuaded by the groups they're a part of than those they're not. One study presented two groups of people with persuasive arguments from their own group and from a group they weren't a part of. 

This study showcases how feeling like a "part of a group" and cooperating with others is part of persuasion. 

Political persuasion

The government and political campaigns use persuasion to persuade individuals to vote for their party or law or to influence individuals to let go of a subject or feel comfortable with a change. According to researchers, people may change their political beliefs to align with persuasion due to cognitive dissonance. For example, if they feel they've acted in a way that doesn't align with their beliefs or society, they may change their behavior. 

Researchers state that candidates often hide their views in order to reduce the potential cognitive dissonance that voters might feel in electing someone who does not share their values. Voters tend to be more comfortable selecting candidates who do not give extreme positions, preferring to relate to the candidates in more trivial ways people feel better voting for candidates who don't share extreme stances on their political views and policies, as it allows them to feel more comfortable voting for the person knowing they can relate to regarding trivial areas instead of feeling uncomfortable going against their held beliefs. 

Persuasion in marketing

In marketing and sales, those offering products often use persuasion through the six principles outlined by Cialdini. In recent years, influencer marketing has become a more popular form of persuasion. From 2019 to 2021, the influencer market went from $6.5 billion to $13.8 billion.  

Influencers appeal to the authority and likability principles, as the people who interact with them online often form "parasocial relationships," in which they believe the influencer is someone whom they can trust and befriend while simultaneously believing the influencer is "better" or "more successful" than them and must have authority over the topic. The same tactic may be used with celebrity marketing. 

Persuasion in relationships

According to studies, people in intimate relationships often persuade and influence each other daily. In one study, couples were separated and interviewed about their perceptions of making significant changes in their relationships. The researchers found that the women in the relationships used more coercion to persuade their partners, and men used more logic-based reasoning. 

Men showcased more movement toward their partners in an attempt to "fix" conflicts, whereas women were more likely to move away. People who were closer to each other and had healthy relationships referenced their relationships with each other more often as a tactic of persuasion. 

For example, phrases like, "We've been together for four years, I need you to do this for me," and "We're married, please help me take out the trash" are forms of relationship referencing for persuasion. 

What is the difference between healthy and unhealthy persuasion?

In some cases, persuasion can become unhealthy. For example, suppose someone continues to try to persuade another after they've asked them to stop or set a strict boundary. In that case, persuasion may travel into the territory of manipulation or coercion. A few examples of negative persuasion include the following: 

• Pressuring a friend to try an illicit substance
• Trying to persuade your boss to fire a coworker you dislike 
• Coercing someone into physical affection 
• Convincing others to believe a lie 
• Persuading others for personal gain at a detriment to them 

Positive persuasion can be seen when both individuals have a choice and can consent to the interaction. In addition, the intention behind the persuasion may make a difference. If you intend to hurt someone, the persuasion is harmful, regardless of the outcome.  

DEARMAN: Persuasion skill 

One therapeutic modality that discusses persuasion is dialectical behavior therapy (DBT). Within the DBT workbook are several skills individuals can use to better their emotional state, relationships, and mental health. One of these skills is DEARMAN, a technique used to persuade others healthily. Below are the steps involved: 

1. Describe the situation to the person you're hoping to persuade. (Ex: "Do you remember how I mentioned I was hoping to move to a new state?") Doing so allows them to respond "yes" or "no" and further opens the discussion. 
2. Express your feelings about the situation and why it matters without assuming they already know it.
3. Assert yourself, asking for what you want. (Ex: "I am ready to move, and I want you to come with me.”) 
4. Reinforce the individual by offering "rewards" or positive consequences ahead of time. (Ex: "You could be closer to your parents.")
5. Be mindful of their body language, and don't interrupt. Focus on your goals and maintain your needs without giving in. 
6. Appear confident by using a solid tone of voice, healthy posture, and eye contact. 
7. Negotiate if needed and be willing to give something in return. (Ex: "If we move, I'll take on the energy bill and internet account to give you time to find a new position as well." 

If the individual continues to say "no" to your request, you may be faced with a personal decision: let go, accept the situation, or leave the relationship. 

Counseling Options

Many factors go into persuasion, and each type of persuasion differs from another. If you're interested in learning more about how persuasion works or how to make a significant decision, consider talking to a counselor. 

If you face barriers to therapy like cost, distance, location, or a lack of accessibility, you can also try talking to a provider online through a platform like BetterHelp. With online therapy, you can choose between phone, video, or chat sessions and get matched with a therapist that fits your goals. You do not have to have a mental illness to talk to a provider online. 

Studies also back up the impact of online therapy. For example, one study looking at attendance and the effectiveness of online DBT found that online sessions were as effective as face-to-face therapy and that the attendance of participants was more significant and consistent.