Human beings are social creatures with complex inner lives. Sometimes, we can act in irrational, unpredictable ways. That’s where psychology comes in! Psychology is the study of human behavior – describing, explaining, predicting, and learning how to improve it.
I think many professionals – marketing teams, business leaders, politicians, you name it – use psychological “tricks” in unethical ways to get their desired outcomes. Utilizing psychology to benefit career and business doesn’t have to be disreputable. The key here is whether or not people are hurt or deceived in the process. We must be:
Transparent
Empowering
Invested in Mutual Benefit
So, how do we, as business leaders, entrepreneurs, and bosses, ethically use the psychology of influence? Keep reading!
How to Responsibly Leverage the Principles of Persuasion
Where do these principles come from? Dr. Robert Cialdini outlines them in his book “Influence: The Psychology of Persuasion.” Before I start, we must recognize that psychology has many different schools of thought. There may be other models and theories of influence! With that said…
Principle #1 – Reciprocity
What is It?
People want to return what they’ve been given. Kindness is met with kindness. Generosity is met with generosity. We’re wired to either return positive acts or retaliate against negative ones.
Application
Leaders can foster a culture of mutual support by being generous with their time, knowledge, and resources. If you, as a leader, make a concerted effort to coach, mentor, answer questions, and be a generally patient and helpful person, your team will follow suit!
Ethical Use
Though you desire reciprocal behaviors, you should not expect nor demand them. Doing so creates a sense of obligation and indebtedness that can be manipulative.
Principle #2 – Commitment and Consistency
What is It?
People are more likely to agree and follow through when they see your consistency firsthand. Similarly, it compels them to get on board if you can appeal to their commitments and priorities.
Application
Do what you say you’re going to do. Declare your intentions to your team. Get the job done. When you keep your word and encourage accountability, you encourage those behaviors in your team.
Ethical Use
Always allow individuals to make commitments voluntarily: no pressure or coercion. These commitments should align with company values and be meaningful!
Principle #3 – Social Proof
What is It?
Social proof is basically the bandwagon effect. We take cues from others, especially when modeling behavior for success.
Application
Highlight examples of peers or respected colleagues embracing new initiatives or achieving success in your industry. Success stories often compel ambitious people to take the next step.
Ethical Use
Only use examples that are both genuine and relevant. Avoid manipulating social proof by exaggerating or fabricating achievements. Realistically, just because one person succeeded with one strategy does not guarantee future success.
Principle #4 – Authority
What is It?
The authority principle seems to have taken a hit in recent years. The proliferation of “fake news” alongside a host of Google users thinking a web search is on equal footing with research has given rise to an anti-authoritarian streak. That said, authority – knowledge, credibility, and confidence – can be persuasive.
Application
Leaders should establish themselves as credible sources of information and guidance by demonstrating expertise, experience, and confidence. Share success stories along with your qualifications.
Ethical Use
Use authority to educate and guide rather than to dominate or manipulate. This isn’t a “what I say goes,” situation. Instead, use authority to mentor and educate.
Principle #5 – Liking
What is It?
Plain and simple – we listen to those we like.
Application
Build trust by being approachable, showing empathy, and finding common ground with team members. People are more easily influenced by leaders they like and feel connected to.
Ethical Use
Focus on creating authentic relationships without using superficial charm or flattery. Be sincere in your interactions. Presenting a false representation of yourself is a recipe for disaster.
Principle #6 – Scarcity
What is It?
Scarcity is the sense that only so many resources, positions, or opportunities are available. We want what others don’t have – to be one of the lucky few!
Application
Communicate the unique value of opportunities, resources, or information to emphasize their importance. Exclusive projects, limited positions, etc., can encourage your team to bring their A-game.
Ethical Use
False scarcity is no good. We see it constantly. Think how “limited” edition Stanley cups create an inflated sense of urgency and FOMO to sell more products. Ensure that any emphasis on scarcity is based on real limitations. You want it to inform decisions and fuel timely action – not impulsivity.
What approach do you find more persuasive? Share your thoughts in the comments.