Persuasion: Its Definition And Principles
When you think of the word "persuasion," do you think of it negatively or positively? While your specific definition may vary, you may associate the act of persuading someone with the concept of peer pressure or boundary violation, which can be unhealthy. Or you might think of persuasion in a positive light, such as someone attempting to sell you a beneficial product or persuading you to get support for a mental health symptom.
Persuasion can be interpreted in varying ways. However, when done healthily, persuasion can be a beneficial skill. For example, in an interview, you might try to persuade someone that you are the best candidate for the job. When negotiating, you might persuade someone to reduce the price of an item you want to purchase. Additionally, persuasion is often studied under principles, which can help you understand it more profoundly.
Persuasion definition
Persuasion may be more than pressure or disregard for boundaries. Instead, persuasion might come in the form of subtle behaviors and communication.
Elements of persuasion may include the following:
- Using symbols to persuade, including pictures, sounds, words, etc.
- Making a deliberate attempt at persuasion (as opposed to accidentally)
- Allowing a choice to the person being persuaded
- Suggesting instead of using force
- Using varying media, examples, and tactics to persuade someone
Modern persuasion
In modern human society, persuasion may be utilized more than in the past. On social media, you may see various advertisements using marketing techniques to persuade you to purchase a product. An example of this is straight-line persuasion, a tactic used by professionals in the sales industry. You may also find people trying to persuade you to believe in particular political or lifestyle beliefs. In the 21st century, persuasion may travel through online messages, emails, or social media posts. Social popularity may also have a basis in persuasion, with individuals wanting an item more because it is trendy.
In modern times, persuasion may also be more subtle. Many people dislike too much persuasion or blatant advertisements, so marketers might push messaging through subtle imagery and social psychology. For example, someone wanting to appeal to a younger generation might use memes to sell their products. A brand might also work to appear hip and trendy on a trending social media platform like TikTok by hiring a younger marketing manager who understands what people in their age group are looking for.
Principles of persuasion
Six principles of persuasion are often cited to explain how the concept works, including the following.
Reciprocity principle
The reciprocity persuasion principle involves paying back what you were given. If someone gives you something, you may feel persuaded to give something back to complete your exchange or adhere to societal norms. For example, if someone gives you chocolates when you move into the neighborhood, you might feel persuaded to bake them pastries to say thank you.
Commitment and consistency
Humans may each have their own idea of their comfort zone. If we are overwhelmed by many options, we may retreat to our comfort zone. For example, if successful persuasion has convinced you to buy a certain brand’s product, you may be more likely to buy from that same brand again. Brands use this persuasion method when they offer loyalty programs.
Social proof principle
We may be persuaded to buy something or partake in it due to social support. For example, if it is difficult to get a reservation at a restaurant, one may feel more inclined to think that the food there is valuable.
Marketers also use celebrities to recommend products because people may feel like they know that celebrity and thus might have more belief in the products’ benefits, especially if the celebrity says they are actively using them. Additionally, fans might feel closer to the celebrity if they use the same product.
Highly rated reviews might also make one feel inclined to try a particular product. In some cases, having an expert give a speech or testimonial related to a product can be used as social proof. For example, a toothpaste commercial might hire a dentist to claim the product is high-quality.
Liking principle
The liking principle is when we are persuaded by someone that we like. The persuader may be a friend, family, partner, or simply someone who shares a similar opinion on a specific subject. However, it can involve strangers as well. If someone we find attractive recommends something, we may be more likely to be persuaded. Often, ads use attractive people to get their point across.
Attractiveness doesn't necessarily only involve the physical appearance of people, however. It could involve the attractiveness of a store or a website. A good-looking and user-friendly website could be attractive to buyers and show competence in the industry. Sources claim that beautiful websites are more likely to gain views.
Based on this principle, if you are trying to persuade someone, it might help to become their friend. However, do not form a relationship on false premises. If you are an acquaintance, be friendly, open, and avoid judgment. Try offering genuine and well-timed compliments and being empathetic to someone's fears or concerns.
Authority principle
Someone in a position of authority that is considered an expert might persuade you through the authority principle. While this authority may be telling the truth about a subject, in other cases, the authority may be vague or a farce. For example, ads might claim that their studies are "according to research" or "science." The ad may not mention who or what study came to those conclusions. Nevertheless, the implication of authority could be enough to make someone purchase the product.
Sometimes, persuasion can come from actual positions of power and authority. For example, a politician you like may convince you to try to make a change or vote for someone. Trusting someone with experience can be beneficial, but try to remain alert and find evidence to back up any claims that are made.
The principle of scarcity
Finally, marketers and persuaders may use the principle of scarcity. People might be persuaded to buy a product that is marketed as "rare," "exclusive," or "personalized." Many want to be someone who has something no one else has. Commercials use this method when they tell you to call within the next ten minutes to get the best offer. It may not matter when you call, but the commercial might not mention that.
Another example of this principle is the Birkin bag by Hermes. You must make an appointment with a Hermes retailer to purchase a bag. However, doing so may prove extremely difficult, and only a few individuals gain an appointment each year. You might be put on a waiting list, and the bag may cost thousands of dollars once you are called in. This exclusivity is considered the brand's marketing strategy for positioning itself at the "top" of the bag business.
Counseling options
There are many ways you can be persuasive and many ways you can be persuaded. If you want to work on being persuaded less or how to be more persuasive, consider speaking to a counselor. Counselors may help you develop boundaries, learn persuasion techniques, and know whether a situation is healthy.
In modern society, counseling can be done online, which offers affordability and availability to those looking for flexible therapy. One study showed that online therapy could be equally as beneficial, if not more beneficial, than in-person therapy. Another study showed that online therapy is more affordable than in-person therapy, considering it removes costs like transportation, time off work, and childcare in many cases. If you're interested in trying therapy online, consider signing up for a platform like BetterHelp.
Takeaway
What is a famous quote about procrastination?
Here are some famous quotes about procrastination:
“You cannot escape the responsibility of tomorrow by evading it today.”
-Abraham Lincoln
“In a moment of decision, the best thing you can do is the right thing to do. The worst thing you can do is nothing.”
-Theodore Roosevelt
“I love deadlines. I love the whooshing noise they make as they go by.”
-Douglas Adams
What is the root cause of procrastination?
While there are many types of procrastination and potential causes, the main issue tends to revolve around an internal battle between preferred and unpreferred activities. Researchers often point to two brain structures when describing the neurological underpinnings of procrastination: the prefrontal cortex and limbic system. The prefrontal cortex is the part of the brain responsible for planning, decision-making, and taking conscious actions. When you decide to do something, the prefrontal cortex coordinates what needs to be done to accomplish the task.
The limbic system refers to a series of anatomical structures within the brain that are responsible for processing emotion. It is responsible for both unpleasant feelings and pleasure. When you complete a task, your limbic system produces a sense of accomplishment or achievement. Conversely, the limbic system can also produce adverse emotions when you consider doing a task you don’t want to do. The battle between the prefrontal cortex and limbic system is generally considered the root cause of procrastination. When the prefrontal cortex wins, you finish the task and don’t procrastinate. When the limbic system wins, you must overcome the adverse emotions before starting the task, leading to procrastination.
What is procrastination a symptom of?
Procrastination isn’t a symptom of one particular condition, but it is associated with several mental health concerns. For example, those with attention-deficit hyperactivity disorder (ADHD) are more likely to procrastinate due to the condition’s impact on planning, organization, and decision-making. Procrastination might also indicate a concern unrelated to a mental health condition. Evidence suggests that procrastination may be a coping mechanism for burnout. Burnout occurs when a person is overwhelmed and experiencing brain fatigue, and procrastination may increase sharply as their fatigue worsens.
Is procrastination a trauma response?
Procrastination isn’t commonly considered a direct response to trauma. However, some of the symptoms of traumatic exposure, such as depression and anxiety, can substantially increase procrastination. Procrastination is thought to be a coping tool that allows a person to avoid adverse task-related emotions. Managing trauma symptoms can be a significant mental load, and it may be harder for someone to overcome procrastination while managing trauma.
Another explanation may be the strong aversive feelings trauma can cause. For example, someone who experienced a traumatic event at their workplace might feel fear or anxiety when entering the building. They might try to avoid their workplace or things at work that remind them of the traumatic event. To some, their actions might appear like procrastination, but the person is actually struggling to manage the symptoms of their traumatic exposure.
What does the Bible say about procrastination?
The Bible refers to procrastination directly and tangentially at many locations throughout its books. Here are some examples:
“The soul of the sluggard craves and gets nothing, while the soul of the diligent is richly supplied.”
-Proverbs 13:4 ESV
“The sluggard does not plow in the autumn; he will seek at harvest and have nothing.”
-Proverbs 20:4 ESV
“For the moment all discipline seems painful rather than pleasant, but later it yields the peaceful fruit of righteousness to those who have been trained by it.”
-Hebrews 12:11 ESV
What is the paradox of procrastination?
Procrastination is caused by adverse feelings associated with completing a certain task. It is commonly considered an avoidant coping mechanism, preventing a person from completing an unpreferred task to avoid the unwanted emotions surrounding it. However, procrastination is typically not very helpful as a coping mechanism. The paradox of procrastination refers to the fact that procrastination can only yield short-term benefits while substantially worsening adverse feelings down the road. By attempting to protect a person from adverse task-related feelings, procrastination can make those feelings substantially worse as time goes on.
Why is procrastination lazy?
Procrastination is often associated with laziness, but the concept of laziness is often misunderstood. Many experts, especially those in mental health and education, question whether laziness exists in the same way many people picture it. The common understanding tends to characterize laziness as a deliberate choice to avoid work. For example, a parent may think their teenager is lazy because they often try to avoid doing homework by looking at relatable memes instead.
Research suggests that avoiding work simply because a person doesn’t want to do it is relatively rare. A more likely explanation is that people encounter barriers when attempting to start or complete a task, increasing adverse feelings associated with that task. When that barrier is encountered, it is harder for the person to overcome the urge to avoid the task and reduce unpleasant feelings.
For example, think about how a parent might react to a teenager trying to get out of doing homework if they were aware of the barriers they faced. Some barriers might include a lack of confidence, a specific learning disability, fatigue, or many other factors that make it harder for them to complete work. It’s relatively unlikely, however, that the teen is trying to avoid work simply to be lazy. The barriers they encounter make preferred activities, like looking at funny memes, an easy escape from the unpleasant feelings associated with homework.
Why is it OK to procrastinate?
Proactive procrastination can be a part of good planning. Taking on too much work or holding yourself to an unreachably high standard can lead to burnout, which is likely to make completing tasks significantly more difficult. Ensuring you balance your preferred tasks - the ones that are likely to be procrastinated - with your preferred tasks can help prevent burnout and the adverse effects it can cause.
How do you fix procrastination?
While many strategies address procrastination, not all are likely to work for everyone. A good place to start is likely the research-based procrastination management strategies listed below:
Reverse procrastination triggers. It is often helpful to think about what drives the urge to procrastinate. Is the task too difficult? Too frustrating? Boring? Once you know what triggers procrastination, try to reframe the task so that you can think about it differently. If the task is boring, is there any part of it you might find interesting? Is the task too complicated, or have you yet to learn how to accomplish it? Reconsidering procrastination can help make the adverse feelings associated with it less impactful.
Work within your resistance level. When a task triggers the urge to procrastinate, you likely resist doing the task. The strength of that resistance is likely to change based on the task and context. For example, if you can’t focus on the task for an hour, consider whether you could work within your resistance level by doing it for 30 minutes.
Do anything to get started. It is often easier to overcome procrastination by breaking tasks into smaller sub-tasks. Smaller tasks likely produce less of an aversive response than larger ones. What’s more, it is typically much easier to continue working on a task than it is to start one. Consider starting with a small sub-task and using that momentum to tackle the whole task you are procrastinating.
List the costs of procrastination. Procrastination doesn’t remove anything from your to-do list; it just pushes it further down the road. This can lead to a cycle where procrastination increases the difficulty of starting a task, leading to more procrastination, which further increases the difficulty. It can be helpful to look at what your burden will be if you continue procrastinating compared to starting the task right away.
Remove distractions. One of the most effective ways to address procrastination is to limit access to preferred alternative activities. Turning off your phone and putting yourself in a distraction-free environment will likely make getting started on some tasks substantially easier.
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