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Matakuliah
Tahun
: U0062/Strategi Manajemen Persuasi
: 2006
Prinsip & Mekanisme Persuasi
Pertemuan 7
1
Persuasion
Faced with an adversary who is doing
something we do not like, or who is not
doing something we wish to have done,
persuasion can be an invaluable tool.
Though "power" is generally considered
to be coercion or force, persuasion can
be powerful too, as is evidenced by the
common saying, "the power of
persuasion."
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Persuasion
Social-interest theorists tend to define
persuasion as a form of social influence:
Influence investigates the causes of human
change -- whether that change is a behavior,
an attitude, or a belief. Inducing a change in
behavior is called compliance. Inducing a
change in attitude is called persuasion.
Inducing a change in belief is called either
education or propaganda -- depending on
your perspective.
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Persuasion
Sometimes, social-influence scholars
include under the term "persuasion" the
concept of inducements, which tend to
better fit my definition of exchange power
or even coercive power, rather than
persuasive power.
At other times, efforts focused on
behavioral change may be left out. In those
cases, the writer is concerned only with
efforts to change attitudes, not with efforts
to change behaviors.
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Persuasion
Some of the most useful research on
persuasion can be found in the socialinfluence literature, but the key term may
be used somewhat differently in that
literature from the way in which it is used
here.
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Principles of Persuasion
Social-influence scholars have developed a
variety of ways of categorizing the mechanisms
through which people persuade others to
change their behavior.
 In all cultures, people tend to return favors.
 Behave in ways that they feel they are
expected to behave. The wise negotiator can
use this to her or his advantage.
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Strategies of Persuasion
While each of these principles is supported
by both systematic and anecdotal evidence,
it is not always clear how one might utilize
the principles in a particular relationship or
encounter.
 "A third kind of persuasive argument tries to
turn a divisive issue into a problem that is
shared and needs a mutually satisfactory
solution." In the conflict-resolution literature,
this is an example of what is called
“reframing."
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Strategies of Persuasion
Reframing allows the adversary to see the
issue differently and to retreat from a
previously stated singular position to a new,
shared one; it may also serve as a face saving
mechanism.
 Persuasion may also occur through "appeals
to common values and norms. The appeal is
made to abstract principles, shared
identifications or previously neglected values.“
It should be noted that each of these forms of
persuasion can lead to a warming and
strengthening of a relationship between
current / former adversaries, as well as to a
cementing of an already good relationship. 8