The Art of Persuasion

One way to define persuasion is the art of getting what you want. However, persuading someone to make a decision in your favor can be a difficult task. Neuromarketing, a field of marketing that essentially wants to get inside the consumers mind to know how they will react to certain products, takes advantage of the blind spots in our mind to lead us into making certain decisions. Some of these neuromarketing strategies can help you during mediation and arbitration. Here are 10 strategies to help you get what you want:

1. Explain your reasoning

The human brain loves answer and explanations. Ellen Langer, a Harvard psychologist, conducted the “Xerox copy” study, where she found that cutting other student’s in line to make copies was much easier if you provided an explanation. For example, saying this was the most effective way for the student to cut the line, “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?”So, giving explanations, even if they are repetitive, can help you get what you want.

2. Use hand gestures appropriately

Allan Pease demonstrated that hand gestures can make a positive or negative impact on your audience. He conducted an experiment in which a speaker delivered the same speech, but with three different hand gestures: palms showing, palms hidden, and using the index finger. The audience had a positive response to the speech when his palms where showing, a less positive response when his palms were hidden, and the most negative response when he used his index finger. Therefore, you should be careful about your hand gestures during arbitration and mediation.

3. Give fewer options

Although we like having options when picking something, providing too many options to someone can be harmful. If someone is presented with sixty different options when choosing a jam, their brain becomes overloaded and they don’t even pick one jam. Therefore, only provide a few options when trying to find a solution in mediation or arbitration may be your best chance at getting what you want.

4. Highlight loss aversion

Studies show that our emotional reaction to loss is twice as intense as our joy in gain. This is the reason marketers usually focus on what you stand to lose if you don’t buy their product. Playing up someone’s fear allows marketers to get what they want. In mediation or arbitration, playing up someone’s fear can help you get what you want.

5. Know your senses

Imagine walking into a supermarket. The first thing you see will be florist and the first thing you smell will be the bakery. Both the florist and the bakery are strategically located to please your senses and result in more purchases. The low tempo music is also an attempt to have you shop slower and therefore purchase more items. Our logic and reason can often be overwhelmed by our senses, so it is important to understand this to prevent yourself from making decisions based on our senses, rather than our reasoning.

6. Utilize the scarcity principle

When booking a flight or a hotel room, you will often see an alert popping up on the side of your screen saying “four seats remaining” or “room available for a limited time only.” This is an attempt by marketers to force you to buy the item or service they are offering. Studies show that when options are scarce, we become more attracted and open to what is available. Understanding the scarcity principle will help you avoid becoming a victim of this logic.

7. Tell a story

Telling a story is one way to engage someone and keep their attention. When our brains engage in a story, we behave more like a participant and are more willing to listen. In terms of marketing, products elicited a stronger response when they were framed within a story. For example, marketing a watch as a family heirloom from World War II than as a regular watch. Therefore, telling a story when you are persuading someone can maintain their interest and make them more likely to favor you in ADR.

8. Personalize the message

Even though a media campaign or a message is made to reach thousands of people, the goal is to make it seem like you are only reaching one person. Using the word “you” is an effective way to do this and provide the individual with a more sympathetic message.

9. Understand the contrast effect

While we like to think our brain always processes information rationally, thinking like this is naive. Our brain usually processes information in comparisons. This is why a clever salesperson will always show you their highest priced item first. If you have purchased a $400 suit, a $100 tie doesn’t seem like much more to spend. Learning from this logic, it is helpful to think of option provided during mediation and arbitration in isolation and not fall prey to the contrast effect.

10. Mirror, don’t mimic

Giacomo Rizzolati, an Italian scientist, confirmed the discovery of “mirror neurons.” These neurons are fired when we become comfortable with someone and as a result, we start mirroring them. For example, you might take a drink or scratch your nose at the same time as the other person. This bond of mirroring can be used to show empathy and understanding to the other person. This bond can result in favorable decisions for you during ADR.

We hope the 10 tips provided can help you the next time you need to persuade someone to take your side. These tips can come in handy during arbitration and mediation. In addition, they can prevent you from falling prey to the scarcity principle or the contrast effect.

Source referenced:The Asian Entrepreneur


About rauschmediation

Rausch Mediation & Arbitration Services
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