Effective Communication

Cialdini writes that there are six basic principles which are utilized by effective communicators to get what they want and to influence and shape the behavior of others: "Although there are thousands of different tactics that compliance practitioners employ to produce yes, the majority fall within six basic categories. Each of these categories is governed by a fundamental psychological principle that directs human behavior and . . . give the tactics their power. . . The principles (are) consistency, reciprocation, social proof, authority, liking, and scarcity. . . " (Cialdini, 1984, p. 13).

Dealing first with reciprocation, Cialdini writes that according to the rule of reciprocation, "we should try to repay, in kind, what another person has provided us..... The impressive aspect of the rule of reciprocation and the sense of obligation that goes with it is its pervasiveness in human culture" (Cialdini, 1984, pp. 29-30).

In other words, the individual using communication to persuade and influence another first recognizes the tendencies in human nature or culture which he can use for his own benefit. It is not necessary that the communicator invent new ways to persuade, but only that he be aware of and utilize effectively those forces already in place in human n

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ce if he is to be effective. For example, the persuader must know beforehand --- or find out immediately --- the "general disposition" of the target toward that which is being sold, discussed, etc. If he is trying to sell a vacuum cleaner to a person who is resistant to making such a purchase, he cannot simply tout the vacuum cleaner and expect to make a sale. He must deal directly with the resistance he is facing. Specifically, Ehninger et al. write that "When an audience is hostile toward your claim, be sure that you present a two-sided message. A one-sided speech offers only arguments for your claim while a two-sided speech takes into account opposing ideas and proposals and then answers them. If you expect resistance, do not simply ignore it. If the hostility is extreme, deal with it early" (Ehninger, 1982, p. 309). It is not enough, in other words, for the persuader to merely be an impressive speaker, to have an authoritative bearing, to have a resonant voice, etc. The persuader, if he is to effectively persuade the target listener, must have a communicative purpose which he is clear about in his own mind, he must be thoroughly prepared but must be flexible enough to deal with problems which arise, he must have a
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Approximate Word count = 2124
Approximate Pages = 8 (250 words per page)

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