Module 8

MODULE 8

PRINCIPLES OF INFLUENCE

Having discussed on the core of influencing process, let us take a peek into what
are the various ways one could either influence or get influenced. The principles
of Influence cover upto 7 recognized methods through which influence is
established.

Principles
Of Description

Influence
Reciprocity A situation, wherein a person is influenced by an act of

generosity, a show of hospitality and reciprocates the same by
virtue of a similar show of generosity, hospitality,etc. Example
of offering a good tip to the waiter at a restaurant and in return
being offered an extra pack of after-mints, hot towels, digestive
tea, etc. A simple act of GIVE & TAKE.
Scarcity A popular commodity could attract a surge in its usage, when the
said commodity is bound to become scarce or extinct completely.
British Airways Concorde saw an unprecedented surge in
bookings when its management announced suspension of the
services. Contrary to the management’s impression, that sales
demand would drop, all seats onboard the flight right upto the
last date of service was fully booked, as loyal passengers who
flew the aircraft rushed to book and enjoy the flight, as it is bound
to turn scarce very soon.
Authority You wouldn’t take a treatment from a person who simply says “I
could treat your ailment” unless you see some kind of an

authorization or credibility that he or she is a doctor or a licensed
practitioner. Similarly, you wouldn’t hand over 100 to 150 Dollar
to someone in casual clothing demanding for a parking fee,
unless the person is in a uniform. The principle of authority
details, that any evidence of a certification, credibility, uniform,
authentication, automatically influences a person to abide or
adhere to without any doubt, as it displays an appropriate
authority pertaining to a particular field.
Consistency A repeated, measurable & observable action of a person
automatically creates an impression in our minds that the person
would deliver the similar performance under any given
circumstances, thereby establishing an influence of consistency.
Liking (or) Influencing parameters get triggered automatically in situations,
Affiliation where one tends to develop an liking or affiliation or attraction
towards another individual or a materialistic object. In relation to
a person, you would prefer someone who connects with you in a
jovial or a very casual manner, rather than a person, who is stern
and curt in his or approach.
Consensus An idea or a concept agreed by a large majority, automatically
tends to become an accepted norm by virtue of gaining an
agreement. Example of people using masks, sanitizers, social
distancing to protect against covid. In the initial phases, there was
resentment, however it became accepted as the NEW NORMAL.
A consensus is arrived today that while venturing out, one needs
to be well protected by use of masks, gloves, etc.