Siwes Report

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THE PSYCHOLOGY OF PERSUASION Presently, we live in a world where persuasion is an essential skill for every individual. It is a terminology mostly used in our professional and domestic lives respectively. In other to fully understand the psychology of persuasion the concept of persuasion will be discussed extensively. Persuasion is a term used in influencing ones’ value, attitude or belief about a particular product or service in such a way that the individual agrees that he was not compelled to do a certain task. Also persuasion can be seen as the ‘human communication designed to influence the autonomous judgment and action of others’. The art of persuasion does not however involve inducement or coercion. According to Perloff (2003), persuasion can also be described as the ‘symbolic process in which communicators try to convince other people to change their approach or behavior regarding an issue through the transmission of a message in an atmosphere of free of choice’. Additionally, persuasion can be seen as the ability to induce beliefs and values in individuals by influencing their thoughts and actions through specific strategic method. From the various definitions of persuasion described above, persuasion can simply be put as the study of human soul i.e the act of helping individual draw a reasonable conclusion from what they believe through a logical conclusion. In our present society and economy the importance of persuasion cannot be overruled. From a scholar point of view the importance of persuasion depend on how long an audience holds up their attitude towards a particular product or service. To be an excellent persuader there are four rules that must be followed; credibility, achievable goals, good communication skill and outstanding relationship with ones’ audience. However in other for the persuader to be sure that he is in accordance with the audience, the following points need to be taken addressed immediately during any communication procedure...
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