10 Factors that Increase Influence

The following influence factors are widely used in business, sales, interpersonal interactions, and politics.[1][2] They operate at an almost automatic, unconscious level to increase the chance that one person will be able to influence another to do something. You can make use of them in communicating with others about political topics.

1. Expertise. Learn some pertinent political facts so you can gain credibility when talking with others.

2. Authority. Authority may work, even if it is transferred from another arena (e.g., a corporate CEO talking about politics). Symbols of authority work, too—titles, academic degrees, greater height, “executive-style” appearance, “authority” clothing, or other prestige symbols such as expensive cars. In countering others’ use of authority, question whether the authority is truly an expert; and how truthful they can be expected to be.

3. Reciprocation. A sense of indebtedness, even if the “debt” was not voluntarily incurred, increases the chance that a person will reciprocate by “returning the favor.” Examples are free samples and doing a favor for someone—even a small one—before asking them to do something. If you happen to have done something nice for someone you know, shortly thereafter is a good time to ask them to do you a favor, such as listen to you explain a political issue, read an article, etc.

4. Rejection-then-Retreat. If you make a large initial request, which is turned down, come back and make a smaller request. The person will be more likely to grant your second request than if you had just asked for it initially, without the rejection. Consider this when asking for political donations.

5. Commitment. A person who makes a commitment to do something is more likely to carry through. The commitment is most effective if active, public, and effortful. Suggestions for politics:

  • Calling citizens in advance to ask them to predict whether they are likely to vote in a coming election significantly increases voter turnout.
  • Have person write down their commitment on paper.
  • Have person write or speak a testimonial about why voting is important, or talk about their changing political inclinations (if changing for the better).
  • Have person tell others (neutral or sympathetic) about a planned change.
  • Rewards or punishments should be mild if the effect is long-lasting; by contrast, a big reward or big punishment does not have any positive effect on long-term persistence of the new behavior.
  • Once a person believes they will be seen in public to be doing something positive, they are likely to keep it up, even if the publicity aspect is later removed.

6. Social Proof. We believe a behavior is correct in a given situation to the degree that we see others performing it. In the political arena, this can be used by telling people the results of polls that show people are changing their party affiliation, by having them attend a large gathering or demonstration about an issue, having meet-ups, publishing ads that say how many people agree with a position, etc. In ambiguous circumstances, people will not be sure what to do—they will look to see if others are taking action. Ask individuals, directly and personally, to take an action—not only will they be likely to do so, but others will be more likely to join in.

7. Similarity. We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others to be similar to ourselves. This is why it works to have young adults ask other young people to get involved in a political or social issue. Try to identify and express some quality or experience you have in common with the person you are talking with. It may be incidental, such as where you both were born, or relevant, e.g., “Like you, I was raised in a nonpolitical home and used to think there was no reason to pay attention to politics. But then....”

Similarity may be manifested as using similar gestures or expressions; this happens unconsciously as we come to agree with someone, but may also be simulated deliberately. In sales and political influence situations, use of falsely “similar “ people is a common deceptive technique—consider put-on enthusiasm for NASCAR races or phony testimonials. It’s important to point out such fakery when you observe your opposition using it, to neutralize the “social proof” effect on the unaware target audience.

8. Relationship. Emphasize the common areas that you and the other person have – your mutual commitment to continuing your relationship with each other, your common goals and shared interests. The force of an existing relationship can allow people to listen to each other with a more open mind and open new paths for agreement.

9. Liking. Most of us prefer to say yes to the requests of people we know and like, but this rule can also be used by total strangers. Consider Tupperware parties and the MCI Friends and Family Calling Circle® plan, in which sales pitches are based on the notion of helping one’s friends. Other reasons for liking someone include:

  • Physical attractiveness;
  • Similarity of appearance, dress, age, religion, politics, cigarette smoking habits, etc. (see above);
  • Use of language and metaphors that fit with the person’s underlying values and world view
  • Compliments—give them freely;
  • Familiarity—many vote for the candidate whose name is simply more familiar;
  • Contact and cooperation; this is the basis for emphasizing that “we’re on the same side, we want the same things;”
  • Association with something positive (and avoiding association with something negative)—e.g., fun, rewards, a positive event or symbol; this is also why politicians like to be associated with popular entertainers;
  • Food—an influence attempt is more successful if it occurs in a food context (sharing a cookie or a meal, having food and beverages at an event or a meeting, etc.);
  • Association with someone famous or popular—e.g., sports fans, product testimonials, etc.

When an opponent is attractive and “likeable”, it is important to remind people to separate the personal liking feeling from a more objective look at the person’s behavior or values.

10. Scarcity. Having only a short time left to do something, or only a few items available, increases apparent value. The threat of losing something is more effective than the promise of gaining something. When something is forbidden or no longer available, it appears more desirable. Banned information is desired more and recipients are more favorable to it than before the ban. This principle is used in politics, by playing up the idea that authorities are trying to keep people from learning about a new idea or certain facts. The scarcity principle works more effectively if people have been accustomed to having something, and then lose it, or if there is competition for the scarce resource.

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Commonweal Institute, Inc., 2004

[1] Cialdini, Robert B. Influence: Science and Practice. Needham Heights, MA: Allyn & Bacon, 2001.

[2]Cialdini, Robert B. “What Lovers Tell Us about Persuasion” ( reprinted from “The Language of Persuasion," Harvard Management Update, Vol. 9, No. 9, September 2004.