Persuasion

As human beings, we have evolved into creatures that have inhabited a certain talent which gives us an "edge" over others. Not superhuman abilities unfortunately, but rather something more subtle. Some say it's having the "gift of gab," which is another way of expressing the ability to get your way by simply speaking. Simply put, some of us have a natural talent for the art of persuasion. Persuasion is the ability to get someone to do something in your favor, whether it be in an argument persuading your side, a sales pitch to influence someone to spend more money then they originally planned, or just getting someone to do what you want them to do without making them do it. A common phrase used from my personal experience is "finesse," which (according to urban dictionary) is a noun used to describe how one gets what they want by a way with words. But how can words influence our decisions?

According to Psychology Today, this "art of influence" comes from a subliminal technique that ques in on a person's interest in such a way that keeps them involved in what you are saying. Some examples include starting off with specific phrases, such as "I probably shouldn't say this, but..." which will more then definitely get someones attention. But this is the first step. Say we are lawyers in a courtroom trying to convince the jury on our side of the case. If we can successfully get their attention, we would want to argue a case in which shows sympathy, and would touch the hearts of the jury. By relating something to someone personally, we can better influence them to take our side. Persuading is a widely used psychological technique by various organizations which influence people to purchase their products. According to an article by Douglas T. Kenrick (Ph.D), social influence uses principles of authority, consensus, likability, reciprocity, and scarcity. Each principle uses a form of justification by which we feel more inclined to become influenced. Needless to say, we all have had experience with this art one way or another. Whether it be with younger siblings, friends, parents, people at work, or maybe in your profession. Advertisement companies have mastered this ability by emptying the wallets of consumers who probably could've saved their money. Persuasion is the very essence of why huge big box stores like Walmart, Best Buy, Target, Sams Club, and other retail stores and online retailers thrive so much.