Negociation - Strategic Negotiation - A Breakthrough 4-Step Process for Effective Business Negotiation.pdf

The Science of Influence


Using six principles of persuasion
to negotiate and mediate more effectively

By. Robert B. Cialdini, Roselle L. Wissler

and Nicholas J. Schweitzer


Over the past several decades, letter, which for some of the recipients domain of social influence by assuming
behavioral scientists have conducted was “signed” by a researcher with a that their expertise is self-evident.
studies on the process of social name designed to be similar to the For instance, physical therapists at
influence recipient’s (., Patty James might one hospital were concerned about their
— the ways in which people can receive a letter signed Patricia Jones). patients’ compliance with their
influence others’ attitudes and actions. Although identical in all other aspects, prescribed treatment plans. After being
Now a substantial body of systematic the surveys sent with similar names discharged from the hospital, many
research demonstrates that certain pleted twice as often as the patients discontinued their therapy
interactions can lead people to accept a others. exercises, no matter how much the
proposal ply with a request that If something as trivial as similarity therapists stressed their importance.
they might otherwise reject. of names can pliance with a However, a simple intervention solved
This research has identified six requ