Persuading others is an art. We actually say that, the art of persuasion. When we persuade others, we gently and carefully give reasons for someone to do something. It is something we do with thought and care, not quickly or mechanically. In this next section of the lesson, you will read about some ideas from a professor who has studied persuasion. In the following passage, after you have done so, complete this exercise after this video.

The art and science of persuasion. Much of persuasion is not about language, it's about understanding people. A lot has been written about persuasion. Business leaders and researchers have all offered advice for being persuasive in negotiations. For example, some believe personal stories and examples are more effective than data. Others report that offering fewer choices is better. And that three choices is ideal. It allows people to say no to two and choose one, so they feel that they are in control. Others mention using a person's name, but not too often.

But there's also a science of persuasion. Dr. Robert G. Aldenny, a professor of psychology and marketing from Arizona State University, is an expert in this field. From his research, he has identified six universal principles of persuasion or six ways to get people to say yes.

Reciprocity. When someone gives a favor, service, or gift, people feel they should return the kindness. With this behavior to be meaningful, the favor, service, or gift should be unexpected.

Scarcity. Scarcity means a shortage or lack of something. Have you ever booked an airline ticket online and you saw a notice? Two seats left at this price. Oh really? Okay. You were persuaded to decide and buy quickly. Scarcity involves limited time or limited quantity.

Authority. People are persuaded by experts. These could be professionals, researchers, or even the person you're negotiating with. The important thing is that they believe the person is knowledgeable.

Commitment. If a person makes a promise or commitment, especially in writing, he will keep that promise.

Consensus. People are persuaded by other people who are similar to them. They will follow what has been most popular or successful for others. We see this with everything from cars to dogs to sports shoes. People are persuaded to act and behave as those like them.

Liking. People are more persuaded by someone they like, especially if they think that person likes them. They are also persuaded by people who cooperate with them. One way to show that is to offer genuine compliments. Many of us believe that people cannot easily persuade us. It may be true of some, but science has shown that it's not true of all of us.