How to Influence the Target Audience: 5 Theories of Persuasion

Psychology is a powerful tool that internet marketers shouldn't neglect. Understanding your target audience, its reactions and actions - all this allows you to find the most effective method of influence and conversion of potential customers and this should be used. In this article, we will consider 5 psychological theories that will help you master the art of influence and persuasion, and make sure of their effectiveness on real examples.

5 Psychological Theories of Influence and Persuasion

  • The hypothesis of enhancing: The more confident you express your position, the stronger and more effective it seems to others. And vice versa - the more insecure you present the idea, the worse it will be perceived by others. Tha't why today many companies prefer entrusting the attraction of clients to the explainer video production company able to help to make the company stand out.
  • Theory of transformation: The minority of any social group can have a very strong influence on those who are in the majority. The fact is that people who joined the majority often make such a choice, either because they did not look for another alternative, or because it will be easier to join the bulk. That is why the firm and confident position of the minority strongly influences the weak beliefs of the group.
  • Theory of information manipulation: The essence of this theory is that a person exerts influence on other people, deliberately violating one of the 4 standards of correct communication: 1. Quantity: the information should be complete and complete. 2. Quality: The information must be truthful and accurate. 3. Availability of the connection: the information is relevant to the topic of the conversation. 4. The manner of communication: information is transmitted in an accessible way and is supported by non-verbal gestures.
  • Preliminary information supply: A person acts based on the thoughts that were imposed on him/her in advance from outside. For example, a magician during the performance can mention the words "three", "wheels" and "bicycle" in different sentences and imperceptibly bring the audience to the idea of a tricycle.
  • The Yale approach to changing attitudes: This approach, based on Yale University's research, consists of the interconnection of many factors on which the effectiveness of persuasion ultimately depends. The main components of this approach are the influence of the source of information or the person who appeals to the audience, the proper context of the treatment, the preferences and persuasions of the target audience. The more correct and effective the interaction of all the above factors will be created among themselves, the greater the chances of the source to reach the goal.