Methods of Persuasion: How to Use Psychology to Influence Human Behavior

by Nick Kolenda

To understand why mindsets are so powerful, you need to understand three concepts: schemas, priming, and spreading activation.

Priming. Priming is the means by which you activate a schema or mindset. In

Standard Schema. If you want to trigger a more open-minded perception in your target, why not simply prime a schema of open-mindedness? In fact, exposure to words merely relating to open-mindedness (e.g., flexible, elastic, rubber, change) have been found to trigger more open-minded perceptions (Hassin, 2008). Bingo!

Making a simple and innocent statement about someone acting open-mindedly can help activate your target’s schema of open-mindedness, and that activation will trigger a more open-minded perception.

The more detailed and elaborate the conversation, the stronger you activate someone’s schema for open-mindedness, which will then trigger

a more

favorable perceptio...

mes...

The applications of priming are only limited by your imagination. Whenever you’re trying to persuade someone to accept a message or comply with a request, always brainstorm a possible schema that you can activate to put the odds further in your favor. That simple technique could be the extra push that you need to secure your target’s compliance.

The anchoring effect is often referred to as the anchoring and adjustment heuristic because we often adjust our judgments in relation to some anchor point.

Nonetheless, research shows that conveying high (yet believable) expectations will usually lead someone to perceive an event to match those expectations.

If you want people to perceive something more favorably, you should convey high expectations because those expectations will become a lens that will mold their perception.

First impressions are absolutely critical. People’s initial exposure to your message will mold their perception for the remainder of your message. In order to maximize your persuasion, you need to create a strong initial impression so that you convey high expectations for the rest of your message.

Because people experience a natural urge to hold attitudes that are consistent with their behavior, you can elicit an attitude that would be favorable for your situation by altering someone’s body language or behavior to reflect that attitude.

people have a powerful psychological need to maintain consistent attitudes and behavior.