[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:05.44,0:00:06.32,Default,,0000,0000,0000,,in this video
Dialogue: 0,0:00:06.32,0:00:08.88,Default,,0000,0000,0000,,we'll discuss the power of persuasion
Dialogue: 0,0:00:08.88,0:00:10.24,Default,,0000,0000,0000,,this will include a discussion on
Dialogue: 0,0:00:10.24,0:00:11.84,Default,,0000,0000,0000,,different strategies you can use to be
Dialogue: 0,0:00:11.84,0:00:13.44,Default,,0000,0000,0000,,more persuasive in the way you deliver
Dialogue: 0,0:00:13.44,0:00:15.12,Default,,0000,0000,0000,,arguments and communicate generally
Dialogue: 0,0:00:15.12,0:00:17.68,Default,,0000,0000,0000,,the use of fear and how others process
Dialogue: 0,0:00:17.68,0:00:20.56,Default,,0000,0000,0000,,and perceive what you're saying
Dialogue: 0,0:00:20.56,0:00:22.40,Default,,0000,0000,0000,,there's so many times in life where we
Dialogue: 0,0:00:22.40,0:00:23.92,Default,,0000,0000,0000,,want people to do something but we
Dialogue: 0,0:00:23.92,0:00:25.60,Default,,0000,0000,0000,,aren't in position to simply order them
Dialogue: 0,0:00:25.60,0:00:26.48,Default,,0000,0000,0000,,around
Dialogue: 0,0:00:26.48,0:00:29.04,Default,,0000,0000,0000,,even when we're in a leadership position
Dialogue: 0,0:00:29.04,0:00:30.00,Default,,0000,0000,0000,,constantly ordering
Dialogue: 0,0:00:30.00,0:00:31.36,Default,,0000,0000,0000,,subordinates around can create
Dialogue: 0,0:00:31.36,0:00:33.20,Default,,0000,0000,0000,,resentment and disloyalty
Dialogue: 0,0:00:33.20,0:00:36.00,Default,,0000,0000,0000,,it's very helpful and often necessary to
Dialogue: 0,0:00:36.00,0:00:37.44,Default,,0000,0000,0000,,get people to do what you want
Dialogue: 0,0:00:37.44,0:00:40.64,Default,,0000,0000,0000,,through persuasion rather than power
Dialogue: 0,0:00:40.64,0:00:42.00,Default,,0000,0000,0000,,persuasion has been studied for
Dialogue: 0,0:00:42.00,0:00:43.68,Default,,0000,0000,0000,,thousands of years going back to the
Dialogue: 0,0:00:43.68,0:00:44.00,Default,,0000,0000,0000,,ancient
Dialogue: 0,0:00:44.00,0:00:46.08,Default,,0000,0000,0000,,greeks and refined in multi-million
Dialogue: 0,0:00:46.08,0:00:47.84,Default,,0000,0000,0000,,dollar ad campaigns
Dialogue: 0,0:00:47.84,0:00:49.52,Default,,0000,0000,0000,,it's an essential tool of corporations
Dialogue: 0,0:00:49.52,0:00:50.88,Default,,0000,0000,0000,,looking to sell products
Dialogue: 0,0:00:50.88,0:00:52.80,Default,,0000,0000,0000,,politicians looking to convince citizens
Dialogue: 0,0:00:52.80,0:00:54.08,Default,,0000,0000,0000,,to vote for them
Dialogue: 0,0:00:54.08,0:00:55.84,Default,,0000,0000,0000,,attorneys trying to get jurors to render
Dialogue: 0,0:00:55.84,0:00:57.28,Default,,0000,0000,0000,,verdicts in their favor
Dialogue: 0,0:00:57.28,0:00:58.80,Default,,0000,0000,0000,,parents trying to get their kids to eat
Dialogue: 0,0:00:58.80,0:01:01.68,Default,,0000,0000,0000,,well and in countless other situations
Dialogue: 0,0:01:01.68,0:01:03.68,Default,,0000,0000,0000,,it's very helpful for leaders to develop
Dialogue: 0,0:01:03.68,0:01:05.52,Default,,0000,0000,0000,,skills that enable them to establish
Dialogue: 0,0:01:05.52,0:01:07.20,Default,,0000,0000,0000,,useful partnerships with others
Dialogue: 0,0:01:07.20,0:01:09.52,Default,,0000,0000,0000,,and maintain positive relationships with
Dialogue: 0,0:01:09.52,0:01:10.80,Default,,0000,0000,0000,,employees
Dialogue: 0,0:01:10.80,0:01:12.88,Default,,0000,0000,0000,,robert cialdini a psychologist and one
Dialogue: 0,0:01:12.88,0:01:14.32,Default,,0000,0000,0000,,of the leading experts in the world on
Dialogue: 0,0:01:14.32,0:01:15.36,Default,,0000,0000,0000,,persuasion
Dialogue: 0,0:01:15.36,0:01:16.88,Default,,0000,0000,0000,,recommends a number of approaches for
Dialogue: 0,0:01:16.88,0:01:18.80,Default,,0000,0000,0000,,getting others to do what you want
Dialogue: 0,0:01:18.80,0:01:20.88,Default,,0000,0000,0000,,the first strategy is reciprocity
Dialogue: 0,0:01:20.88,0:01:22.80,Default,,0000,0000,0000,,followed by commitment and consistency
Dialogue: 0,0:01:22.80,0:01:25.68,Default,,0000,0000,0000,,social proof likability and finally
Dialogue: 0,0:01:25.68,0:01:26.72,Default,,0000,0000,0000,,authority
Dialogue: 0,0:01:26.72,0:01:29.12,Default,,0000,0000,0000,,first reciprocity can be a highly useful
Dialogue: 0,0:01:29.12,0:01:30.00,Default,,0000,0000,0000,,strategy
Dialogue: 0,0:01:30.00,0:01:31.92,Default,,0000,0000,0000,,if you do a small unsolicited favor for
Dialogue: 0,0:01:31.92,0:01:33.52,Default,,0000,0000,0000,,someone they'll be more likely to do
Dialogue: 0,0:01:33.52,0:01:34.96,Default,,0000,0000,0000,,what you want
Dialogue: 0,0:01:34.96,0:01:37.12,Default,,0000,0000,0000,,for many years hari krishnas and eastern
Dialogue: 0,0:01:37.12,0:01:38.24,Default,,0000,0000,0000,,religious sect
Dialogue: 0,0:01:38.24,0:01:39.68,Default,,0000,0000,0000,,would raise money by approaching
Dialogue: 0,0:01:39.68,0:01:41.44,Default,,0000,0000,0000,,strangers in a public place to give them
Dialogue: 0,0:01:41.44,0:01:43.76,Default,,0000,0000,0000,,a gift like a book or a flower
Dialogue: 0,0:01:43.76,0:01:46.00,Default,,0000,0000,0000,,if a person initially refused they would
Dialogue: 0,0:01:46.00,0:01:47.52,Default,,0000,0000,0000,,insist it was a gift
Dialogue: 0,0:01:47.52,0:01:49.68,Default,,0000,0000,0000,,only after the gift was accepted would
Dialogue: 0,0:01:49.68,0:01:51.52,Default,,0000,0000,0000,,they ask for a financial donation which
Dialogue: 0,0:01:51.52,0:01:52.96,Default,,0000,0000,0000,,they often received
Dialogue: 0,0:01:52.96,0:01:54.64,Default,,0000,0000,0000,,people felt like they owed something to
Dialogue: 0,0:01:54.64,0:01:56.88,Default,,0000,0000,0000,,the krishnas and they resolved this debt
Dialogue: 0,0:01:56.88,0:01:59.92,Default,,0000,0000,0000,,with money second if you can get an
Dialogue: 0,0:01:59.92,0:02:01.44,Default,,0000,0000,0000,,initial commitment from people
Dialogue: 0,0:02:01.44,0:02:02.96,Default,,0000,0000,0000,,they'll often behave in ways that are
Dialogue: 0,0:02:02.96,0:02:05.12,Default,,0000,0000,0000,,highly consistent with that commitment
Dialogue: 0,0:02:05.12,0:02:06.96,Default,,0000,0000,0000,,thus commitment and consistency are
Dialogue: 0,0:02:06.96,0:02:09.12,Default,,0000,0000,0000,,helpful persuasion strategies
Dialogue: 0,0:02:09.12,0:02:10.80,Default,,0000,0000,0000,,small behaviors get followed by more
Dialogue: 0,0:02:10.80,0:02:12.40,Default,,0000,0000,0000,,committed behaviors
Dialogue: 0,0:02:12.40,0:02:13.84,Default,,0000,0000,0000,,people are much more likely to vote for
Dialogue: 0,0:02:13.84,0:02:15.44,Default,,0000,0000,0000,,candidates on election day
Dialogue: 0,0:02:15.44,0:02:16.88,Default,,0000,0000,0000,,if you can get them to put a sign in
Dialogue: 0,0:02:16.88,0:02:19.04,Default,,0000,0000,0000,,their yard supporting that candidate
Dialogue: 0,0:02:19.04,0:02:20.88,Default,,0000,0000,0000,,get people to make an initial commitment
Dialogue: 0,0:02:20.88,0:02:22.24,Default,,0000,0000,0000,,and they will often behave
Dialogue: 0,0:02:22.24,0:02:24.88,Default,,0000,0000,0000,,in very consistent ways psychologist
Dialogue: 0,0:02:24.88,0:02:25.92,Default,,0000,0000,0000,,thomas moriarty
Dialogue: 0,0:02:25.92,0:02:27.76,Default,,0000,0000,0000,,did a compelling study on this related
Dialogue: 0,0:02:27.76,0:02:29.44,Default,,0000,0000,0000,,to bystander intervention where he
Dialogue: 0,0:02:29.44,0:02:30.96,Default,,0000,0000,0000,,staged thefts on a public beach
Dialogue: 0,0:02:30.96,0:02:32.56,Default,,0000,0000,0000,,and measured whether bystanders would
Dialogue: 0,0:02:32.56,0:02:34.96,Default,,0000,0000,0000,,get involved in his experiment
Dialogue: 0,0:02:34.96,0:02:36.64,Default,,0000,0000,0000,,a person who was lying in a blanket near
Dialogue: 0,0:02:36.64,0:02:38.24,Default,,0000,0000,0000,,others and listening to the radio
Dialogue: 0,0:02:38.24,0:02:39.60,Default,,0000,0000,0000,,got up and went for a stroll on the
Dialogue: 0,0:02:39.60,0:02:41.28,Default,,0000,0000,0000,,beach minutes later
Dialogue: 0,0:02:41.28,0:02:42.88,Default,,0000,0000,0000,,another person came by and stole the
Dialogue: 0,0:02:42.88,0:02:44.72,Default,,0000,0000,0000,,radio in 20 trials
Dialogue: 0,0:02:44.72,0:02:46.64,Default,,0000,0000,0000,,only four people who were lying next to
Dialogue: 0,0:02:46.64,0:02:48.48,Default,,0000,0000,0000,,the blanket and radio got involved and
Dialogue: 0,0:02:48.48,0:02:50.56,Default,,0000,0000,0000,,stopped the thief however
Dialogue: 0,0:02:50.56,0:02:52.40,Default,,0000,0000,0000,,in another condition the person
Dialogue: 0,0:02:52.40,0:02:53.68,Default,,0000,0000,0000,,listening to the radio
Dialogue: 0,0:02:53.68,0:02:55.60,Default,,0000,0000,0000,,asked the person next to them to watch
Dialogue: 0,0:02:55.60,0:02:58.40,Default,,0000,0000,0000,,my things before walking away
Dialogue: 0,0:02:58.40,0:03:01.04,Default,,0000,0000,0000,,in that case in 19 out of 20 times
Dialogue: 0,0:03:01.04,0:03:02.56,Default,,0000,0000,0000,,people intervened with a thief
Dialogue: 0,0:03:02.56,0:03:04.40,Default,,0000,0000,0000,,confronting him and chasing him down the
Dialogue: 0,0:03:04.40,0:03:06.56,Default,,0000,0000,0000,,beach people are more likely to do what
Dialogue: 0,0:03:06.56,0:03:07.28,Default,,0000,0000,0000,,you want
Dialogue: 0,0:03:07.28,0:03:10.72,Default,,0000,0000,0000,,if you make a small request first
Dialogue: 0,0:03:10.72,0:03:13.44,Default,,0000,0000,0000,,third we look to others for social proof
Dialogue: 0,0:03:13.44,0:03:14.80,Default,,0000,0000,0000,,that means that if you want someone to
Dialogue: 0,0:03:14.80,0:03:15.52,Default,,0000,0000,0000,,do something
Dialogue: 0,0:03:15.52,0:03:17.84,Default,,0000,0000,0000,,put peer pressure on them show them what
Dialogue: 0,0:03:17.84,0:03:18.96,Default,,0000,0000,0000,,the norm is
Dialogue: 0,0:03:18.96,0:03:21.04,Default,,0000,0000,0000,,that is what other people are doing what
Dialogue: 0,0:03:21.04,0:03:22.40,Default,,0000,0000,0000,,other businesses are doing
Dialogue: 0,0:03:22.40,0:03:24.56,Default,,0000,0000,0000,,and what other communities are doing
Dialogue: 0,0:03:24.56,0:03:26.08,Default,,0000,0000,0000,,people want to belong
Dialogue: 0,0:03:26.08,0:03:27.76,Default,,0000,0000,0000,,and they often have considerable
Dialogue: 0,0:03:27.76,0:03:32.64,Default,,0000,0000,0000,,difficulty violating social norms fourth
Dialogue: 0,0:03:32.64,0:03:34.96,Default,,0000,0000,0000,,it matters a lot who asks us to do
Dialogue: 0,0:03:34.96,0:03:35.68,Default,,0000,0000,0000,,things
Dialogue: 0,0:03:35.68,0:03:38.00,Default,,0000,0000,0000,,for example we're much more persuaded by
Dialogue: 0,0:03:38.00,0:03:39.36,Default,,0000,0000,0000,,people we like
Dialogue: 0,0:03:39.36,0:03:40.88,Default,,0000,0000,0000,,there are two big components of
Dialogue: 0,0:03:40.88,0:03:43.04,Default,,0000,0000,0000,,likability physical appeal
Dialogue: 0,0:03:43.04,0:03:46.16,Default,,0000,0000,0000,,and similarity typically we like people
Dialogue: 0,0:03:46.16,0:03:47.28,Default,,0000,0000,0000,,who are attractive
Dialogue: 0,0:03:47.28,0:03:50.24,Default,,0000,0000,0000,,it's a cliche it's superficial but it's
Dialogue: 0,0:03:50.24,0:03:50.96,Default,,0000,0000,0000,,true
Dialogue: 0,0:03:50.96,0:03:54.00,Default,,0000,0000,0000,,sex sells that's true in advertising and
Dialogue: 0,0:03:54.00,0:03:55.52,Default,,0000,0000,0000,,it's also true in interpersonal
Dialogue: 0,0:03:55.52,0:03:56.56,Default,,0000,0000,0000,,interactions
Dialogue: 0,0:03:56.56,0:03:58.24,Default,,0000,0000,0000,,we tend to be more persuaded by
Dialogue: 0,0:03:58.24,0:04:00.40,Default,,0000,0000,0000,,good-looking people
Dialogue: 0,0:04:00.40,0:04:02.32,Default,,0000,0000,0000,,of course not everyone is blessed with
Dialogue: 0,0:04:02.32,0:04:03.76,Default,,0000,0000,0000,,six-pack abs luscious hair and a
Dialogue: 0,0:04:03.76,0:04:04.88,Default,,0000,0000,0000,,stunning face
Dialogue: 0,0:04:04.88,0:04:07.68,Default,,0000,0000,0000,,however all's not lost because we also
Dialogue: 0,0:04:07.68,0:04:09.12,Default,,0000,0000,0000,,tend to like people who are similar to
Dialogue: 0,0:04:09.12,0:04:09.92,Default,,0000,0000,0000,,us
Dialogue: 0,0:04:09.92,0:04:11.92,Default,,0000,0000,0000,,our friends and romantic partners are
Dialogue: 0,0:04:11.92,0:04:13.76,Default,,0000,0000,0000,,often people we share key interests or
Dialogue: 0,0:04:13.76,0:04:14.96,Default,,0000,0000,0000,,values with
Dialogue: 0,0:04:14.96,0:04:16.72,Default,,0000,0000,0000,,in commercials on tv if an actor isn't
Dialogue: 0,0:04:16.72,0:04:18.24,Default,,0000,0000,0000,,attractive they're often trying to
Dialogue: 0,0:04:18.24,0:04:20.32,Default,,0000,0000,0000,,portray someone who is hopefully
Dialogue: 0,0:04:20.32,0:04:24.00,Default,,0000,0000,0000,,similar to you on some level chaldini
Dialogue: 0,0:04:24.00,0:04:25.76,Default,,0000,0000,0000,,also focuses on the importance of
Dialogue: 0,0:04:25.76,0:04:27.04,Default,,0000,0000,0000,,authority
Dialogue: 0,0:04:27.04,0:04:28.56,Default,,0000,0000,0000,,certainly being in a position of
Dialogue: 0,0:04:28.56,0:04:30.40,Default,,0000,0000,0000,,authority can make others have to do
Dialogue: 0,0:04:30.40,0:04:31.28,Default,,0000,0000,0000,,what you want
Dialogue: 0,0:04:31.28,0:04:33.20,Default,,0000,0000,0000,,but it can also make them want to do
Dialogue: 0,0:04:33.20,0:04:34.32,Default,,0000,0000,0000,,what you want
Dialogue: 0,0:04:34.32,0:04:36.08,Default,,0000,0000,0000,,people have a tendency to be deferential
Dialogue: 0,0:04:36.08,0:04:37.92,Default,,0000,0000,0000,,to those in power even if the power
Dialogue: 0,0:04:37.92,0:04:41.20,Default,,0000,0000,0000,,isn't directly over them
Dialogue: 0,0:04:41.28,0:04:43.44,Default,,0000,0000,0000,,similarly we tend to be highly
Dialogue: 0,0:04:43.44,0:04:45.92,Default,,0000,0000,0000,,influenced by credibility factors
Dialogue: 0,0:04:45.92,0:04:47.92,Default,,0000,0000,0000,,credibility is made up of two factors
Dialogue: 0,0:04:47.92,0:04:50.00,Default,,0000,0000,0000,,trustworthiness and expertise
Dialogue: 0,0:04:50.00,0:04:52.16,Default,,0000,0000,0000,,let's start with trustworthiness if a
Dialogue: 0,0:04:52.16,0:04:53.60,Default,,0000,0000,0000,,person seems trustworthy because of
Dialogue: 0,0:04:53.60,0:04:55.20,Default,,0000,0000,0000,,their personality or because of their
Dialogue: 0,0:04:55.20,0:04:57.04,Default,,0000,0000,0000,,role like a priest
Dialogue: 0,0:04:57.04,0:05:00.00,Default,,0000,0000,0000,,well they're often more persuasive in
Dialogue: 0,0:05:00.00,0:05:00.56,Default,,0000,0000,0000,,addition
Dialogue: 0,0:05:00.56,0:05:03.04,Default,,0000,0000,0000,,we tend to trust experts and individuals
Dialogue: 0,0:05:03.04,0:05:04.08,Default,,0000,0000,0000,,who seem more like
Dialogue: 0,0:05:04.08,0:05:06.48,Default,,0000,0000,0000,,experts thus making them more persuasive
Dialogue: 0,0:05:06.48,0:05:08.40,Default,,0000,0000,0000,,having formalized credentials such as a
Dialogue: 0,0:05:08.40,0:05:10.72,Default,,0000,0000,0000,,phd can be helpful on this front
Dialogue: 0,0:05:10.72,0:05:12.48,Default,,0000,0000,0000,,also bringing in others who have
Dialogue: 0,0:05:12.48,0:05:14.32,Default,,0000,0000,0000,,credentials to support your position
Dialogue: 0,0:05:14.32,0:05:17.76,Default,,0000,0000,0000,,can be very effective
Dialogue: 0,0:05:18.24,0:05:20.24,Default,,0000,0000,0000,,interestingly the way you communicate
Dialogue: 0,0:05:20.24,0:05:21.92,Default,,0000,0000,0000,,and deliver messages can make you seem
Dialogue: 0,0:05:21.92,0:05:23.44,Default,,0000,0000,0000,,like more of an expert and make you more
Dialogue: 0,0:05:23.44,0:05:24.00,Default,,0000,0000,0000,,credible
Dialogue: 0,0:05:24.00,0:05:26.48,Default,,0000,0000,0000,,and persuasive people who talk faster
Dialogue: 0,0:05:26.48,0:05:27.76,Default,,0000,0000,0000,,are judged to be more knowledgeable
Dialogue: 0,0:05:27.76,0:05:29.20,Default,,0000,0000,0000,,about a topic than people
Dialogue: 0,0:05:29.20,0:05:31.84,Default,,0000,0000,0000,,who deliver the same message but talk
Dialogue: 0,0:05:31.84,0:05:32.96,Default,,0000,0000,0000,,slower
Dialogue: 0,0:05:32.96,0:05:34.80,Default,,0000,0000,0000,,in terms of delivering a message one
Dialogue: 0,0:05:34.80,0:05:36.64,Default,,0000,0000,0000,,consideration is whether you should only
Dialogue: 0,0:05:36.64,0:05:38.72,Default,,0000,0000,0000,,give your position or whether you should
Dialogue: 0,0:05:38.72,0:05:40.56,Default,,0000,0000,0000,,start by explaining both sides of the
Dialogue: 0,0:05:40.56,0:05:41.04,Default,,0000,0000,0000,,matter
Dialogue: 0,0:05:41.04,0:05:43.52,Default,,0000,0000,0000,,and then explain why your side is better
Dialogue: 0,0:05:43.52,0:05:45.52,Default,,0000,0000,0000,,that's known as delivering a one-sided
Dialogue: 0,0:05:45.52,0:05:48.64,Default,,0000,0000,0000,,versus a two-sided appeal
Dialogue: 0,0:05:48.64,0:05:50.56,Default,,0000,0000,0000,,in a one-sided appeal you give all the
Dialogue: 0,0:05:50.56,0:05:51.68,Default,,0000,0000,0000,,benefits of your side
Dialogue: 0,0:05:51.68,0:05:53.12,Default,,0000,0000,0000,,and you don't acknowledge any
Dialogue: 0,0:05:53.12,0:05:54.80,Default,,0000,0000,0000,,alternative positions
Dialogue: 0,0:05:54.80,0:05:57.36,Default,,0000,0000,0000,,in a two-sided appeal you acknowledge
Dialogue: 0,0:05:57.36,0:05:58.64,Default,,0000,0000,0000,,both sides of the issue
Dialogue: 0,0:05:58.64,0:06:00.64,Default,,0000,0000,0000,,but then you explain why your side is
Dialogue: 0,0:06:00.64,0:06:03.28,Default,,0000,0000,0000,,better so which should you go with
Dialogue: 0,0:06:03.28,0:06:05.76,Default,,0000,0000,0000,,in general a two-sided appeal works best
Dialogue: 0,0:06:05.76,0:06:07.20,Default,,0000,0000,0000,,if the person or group you're talking to
Dialogue: 0,0:06:07.20,0:06:08.80,Default,,0000,0000,0000,,is either mixed in their opinion
Dialogue: 0,0:06:08.80,0:06:10.48,Default,,0000,0000,0000,,or is likely to oppose what you're
Dialogue: 0,0:06:10.48,0:06:12.40,Default,,0000,0000,0000,,trying to persuade them to do
Dialogue: 0,0:06:12.40,0:06:14.48,Default,,0000,0000,0000,,when you use the two-sided appeal you'll
Dialogue: 0,0:06:14.48,0:06:16.80,Default,,0000,0000,0000,,appear less biased
Dialogue: 0,0:06:16.80,0:06:18.72,Default,,0000,0000,0000,,one-sided appeals work best only when
Dialogue: 0,0:06:18.72,0:06:20.00,Default,,0000,0000,0000,,the person or people you're trying to
Dialogue: 0,0:06:20.00,0:06:21.92,Default,,0000,0000,0000,,convince are already inclined to agree
Dialogue: 0,0:06:21.92,0:06:22.64,Default,,0000,0000,0000,,with you
Dialogue: 0,0:06:22.64,0:06:24.08,Default,,0000,0000,0000,,or if there's overwhelming support you
Dialogue: 0,0:06:24.08,0:06:27.04,Default,,0000,0000,0000,,can offer for your position
Dialogue: 0,0:06:27.04,0:06:28.80,Default,,0000,0000,0000,,sometimes a two-sided approach is known
Dialogue: 0,0:06:28.80,0:06:31.12,Default,,0000,0000,0000,,as using an inoculation strategy
Dialogue: 0,0:06:31.12,0:06:32.88,Default,,0000,0000,0000,,inoculation works just like a shot where
Dialogue: 0,0:06:32.88,0:06:34.88,Default,,0000,0000,0000,,you give people a weak dose of a virus
Dialogue: 0,0:06:34.88,0:06:36.24,Default,,0000,0000,0000,,so they're protected when they get hit
Dialogue: 0,0:06:36.24,0:06:38.40,Default,,0000,0000,0000,,with a full-blown case of it
Dialogue: 0,0:06:38.40,0:06:40.56,Default,,0000,0000,0000,,from a persuasion standpoint you give a
Dialogue: 0,0:06:40.56,0:06:42.08,Default,,0000,0000,0000,,weak dose of what the alternative
Dialogue: 0,0:06:42.08,0:06:42.88,Default,,0000,0000,0000,,position is
Dialogue: 0,0:06:42.88,0:06:45.36,Default,,0000,0000,0000,,that is you give weak arguments for why
Dialogue: 0,0:06:45.36,0:06:47.28,Default,,0000,0000,0000,,the opposite position is true
Dialogue: 0,0:06:47.28,0:06:48.88,Default,,0000,0000,0000,,by hearing what your opponent will say
Dialogue: 0,0:06:48.88,0:06:50.88,Default,,0000,0000,0000,,in a weak form people develop counter
Dialogue: 0,0:06:50.88,0:06:52.40,Default,,0000,0000,0000,,arguments to resist the message
Dialogue: 0,0:06:52.40,0:06:53.92,Default,,0000,0000,0000,,and are more inclined to reject it and
Dialogue: 0,0:06:53.92,0:06:56.64,Default,,0000,0000,0000,,accept what you're saying
Dialogue: 0,0:06:56.64,0:06:58.64,Default,,0000,0000,0000,,another consideration within persuasion
Dialogue: 0,0:06:58.64,0:06:59.68,Default,,0000,0000,0000,,is fear
Dialogue: 0,0:06:59.68,0:07:01.44,Default,,0000,0000,0000,,it's common for people to use fear
Dialogue: 0,0:07:01.44,0:07:03.28,Default,,0000,0000,0000,,within their persuasive attempts
Dialogue: 0,0:07:03.28,0:07:05.28,Default,,0000,0000,0000,,that is they'll talk about all the bad
Dialogue: 0,0:07:05.28,0:07:06.48,Default,,0000,0000,0000,,things that will happen to you
Dialogue: 0,0:07:06.48,0:07:08.96,Default,,0000,0000,0000,,if you don't do what they want you to do
Dialogue: 0,0:07:08.96,0:07:10.32,Default,,0000,0000,0000,,is fear effective
Dialogue: 0,0:07:10.32,0:07:12.64,Default,,0000,0000,0000,,or does it turn people off a better
Dialogue: 0,0:07:12.64,0:07:15.04,Default,,0000,0000,0000,,question is does it get them to tune out
Dialogue: 0,0:07:15.04,0:07:18.80,Default,,0000,0000,0000,,the answer to that is it can
Dialogue: 0,0:07:18.80,0:07:21.12,Default,,0000,0000,0000,,when fear is used it's important to not
Dialogue: 0,0:07:21.12,0:07:22.64,Default,,0000,0000,0000,,be too extreme
Dialogue: 0,0:07:22.64,0:07:24.40,Default,,0000,0000,0000,,a campaign against drunk drivers can
Dialogue: 0,0:07:24.40,0:07:26.08,Default,,0000,0000,0000,,effectively show mangled vehicles that
Dialogue: 0,0:07:26.08,0:07:28.00,Default,,0000,0000,0000,,have been in a dui accident
Dialogue: 0,0:07:28.00,0:07:30.40,Default,,0000,0000,0000,,but showing mangled victims could be too
Dialogue: 0,0:07:30.40,0:07:31.52,Default,,0000,0000,0000,,much for most people
Dialogue: 0,0:07:31.52,0:07:33.60,Default,,0000,0000,0000,,causing them to disengage quickly an
Dialogue: 0,0:07:33.60,0:07:34.96,Default,,0000,0000,0000,,attorney can show a bloody knife that
Dialogue: 0,0:07:34.96,0:07:36.32,Default,,0000,0000,0000,,was used as a murder weapon
Dialogue: 0,0:07:36.32,0:07:38.48,Default,,0000,0000,0000,,but large gruesome color photographs of
Dialogue: 0,0:07:38.48,0:07:39.92,Default,,0000,0000,0000,,the victim after they had been brutally
Dialogue: 0,0:07:39.92,0:07:40.72,Default,,0000,0000,0000,,stabbed
Dialogue: 0,0:07:40.72,0:07:43.44,Default,,0000,0000,0000,,might be too much you want to arouse
Dialogue: 0,0:07:43.44,0:07:44.32,Default,,0000,0000,0000,,some fear
Dialogue: 0,0:07:44.32,0:07:47.28,Default,,0000,0000,0000,,but not too much an emergency manager
Dialogue: 0,0:07:47.28,0:07:48.96,Default,,0000,0000,0000,,wants to motivate people to take action
Dialogue: 0,0:07:48.96,0:07:50.24,Default,,0000,0000,0000,,if they don't evacuate before a
Dialogue: 0,0:07:50.24,0:07:51.28,Default,,0000,0000,0000,,hurricane
Dialogue: 0,0:07:51.28,0:07:53.36,Default,,0000,0000,0000,,but it's likely ineffective to show
Dialogue: 0,0:07:53.36,0:07:54.56,Default,,0000,0000,0000,,photos of people who
Dialogue: 0,0:07:54.56,0:07:57.04,Default,,0000,0000,0000,,drowned in tidal surges or their bodies
Dialogue: 0,0:07:57.04,0:07:58.00,Default,,0000,0000,0000,,after trees fell
Dialogue: 0,0:07:58.00,0:08:00.56,Default,,0000,0000,0000,,and crushed them in addition you need to
Dialogue: 0,0:08:00.56,0:08:02.32,Default,,0000,0000,0000,,give people direction for fear-based
Dialogue: 0,0:08:02.32,0:08:04.32,Default,,0000,0000,0000,,messages to be successful
Dialogue: 0,0:08:04.32,0:08:06.56,Default,,0000,0000,0000,,telling someone a hurricane is coming or
Dialogue: 0,0:08:06.56,0:08:08.24,Default,,0000,0000,0000,,you could be injured killed or cut off
Dialogue: 0,0:08:08.24,0:08:09.20,Default,,0000,0000,0000,,from rescuers
Dialogue: 0,0:08:09.20,0:08:11.36,Default,,0000,0000,0000,,isn't a good message people need to know
Dialogue: 0,0:08:11.36,0:08:12.48,Default,,0000,0000,0000,,how to act
Dialogue: 0,0:08:12.48,0:08:14.08,Default,,0000,0000,0000,,they need to know when and how to
Dialogue: 0,0:08:14.08,0:08:15.84,Default,,0000,0000,0000,,evacuate where shelters are
Dialogue: 0,0:08:15.84,0:08:18.64,Default,,0000,0000,0000,,or the supplies they should stock up on
Dialogue: 0,0:08:18.64,0:08:19.68,Default,,0000,0000,0000,,an example of this
Dialogue: 0,0:08:19.68,0:08:21.12,Default,,0000,0000,0000,,is one of the early public service
Dialogue: 0,0:08:21.12,0:08:22.88,Default,,0000,0000,0000,,campaigns designed to reduce the spread
Dialogue: 0,0:08:22.88,0:08:24.00,Default,,0000,0000,0000,,of aids
Dialogue: 0,0:08:24.00,0:08:26.72,Default,,0000,0000,0000,,early messaging was simple it was aids
Dialogue: 0,0:08:26.72,0:08:27.76,Default,,0000,0000,0000,,kills
Dialogue: 0,0:08:27.76,0:08:30.32,Default,,0000,0000,0000,,it was simple and it was ineffective the
Dialogue: 0,0:08:30.32,0:08:31.92,Default,,0000,0000,0000,,rate of transmission wasn't slowed into
Dialogue: 0,0:08:31.92,0:08:33.44,Default,,0000,0000,0000,,the messages and formed the public to
Dialogue: 0,0:08:33.44,0:08:33.84,Default,,0000,0000,0000,,wear
Dialogue: 0,0:08:33.84,0:08:35.28,Default,,0000,0000,0000,,condoms to reduce the spread of the
Dialogue: 0,0:08:35.28,0:08:37.44,Default,,0000,0000,0000,,virus if you want to persuade people
Dialogue: 0,0:08:37.44,0:08:38.24,Default,,0000,0000,0000,,with fear
Dialogue: 0,0:08:38.24,0:08:41.52,Default,,0000,0000,0000,,tell them what to do with their fear
Dialogue: 0,0:08:41.52,0:08:43.60,Default,,0000,0000,0000,,fear is aroused people may pay close
Dialogue: 0,0:08:43.60,0:08:45.12,Default,,0000,0000,0000,,attention to the message because they're
Dialogue: 0,0:08:45.12,0:08:46.32,Default,,0000,0000,0000,,worried about something harmful
Dialogue: 0,0:08:46.32,0:08:47.60,Default,,0000,0000,0000,,happening to them
Dialogue: 0,0:08:47.60,0:08:49.84,Default,,0000,0000,0000,,however not all attempts at persuasion
Dialogue: 0,0:08:49.84,0:08:51.28,Default,,0000,0000,0000,,will be things that people are heavily
Dialogue: 0,0:08:51.28,0:08:53.04,Default,,0000,0000,0000,,involved in or care about
Dialogue: 0,0:08:53.04,0:08:55.12,Default,,0000,0000,0000,,so if someone isn't heavily invested in
Dialogue: 0,0:08:55.12,0:08:56.56,Default,,0000,0000,0000,,what you're trying to persuade them of
Dialogue: 0,0:08:56.56,0:08:58.16,Default,,0000,0000,0000,,does that mean that you won't be able to
Dialogue: 0,0:08:58.16,0:09:00.80,Default,,0000,0000,0000,,convince them not necessarily
Dialogue: 0,0:09:00.80,0:09:02.08,Default,,0000,0000,0000,,you just need to think about the
Dialogue: 0,0:09:02.08,0:09:04.32,Default,,0000,0000,0000,,approach that you use researchers
Dialogue: 0,0:09:04.32,0:09:05.92,Default,,0000,0000,0000,,richard petty and john cassiopo
Dialogue: 0,0:09:05.92,0:09:07.36,Default,,0000,0000,0000,,along with shelly chaikin have
Dialogue: 0,0:09:07.36,0:09:09.52,Default,,0000,0000,0000,,identified two routes to persuasion
Dialogue: 0,0:09:09.52,0:09:11.04,Default,,0000,0000,0000,,these are called the peripheral and
Dialogue: 0,0:09:11.04,0:09:13.20,Default,,0000,0000,0000,,central route when people are not
Dialogue: 0,0:09:13.20,0:09:14.32,Default,,0000,0000,0000,,invested in an issue
Dialogue: 0,0:09:14.32,0:09:16.16,Default,,0000,0000,0000,,or when they are but they're tired
Dialogue: 0,0:09:16.16,0:09:18.16,Default,,0000,0000,0000,,distracted overworked or they can't
Dialogue: 0,0:09:18.16,0:09:19.68,Default,,0000,0000,0000,,focus on what you're saying for whatever
Dialogue: 0,0:09:19.68,0:09:20.40,Default,,0000,0000,0000,,reason
Dialogue: 0,0:09:20.40,0:09:21.76,Default,,0000,0000,0000,,they aren't able to think about the
Dialogue: 0,0:09:21.76,0:09:23.60,Default,,0000,0000,0000,,strength of your arguments so
Dialogue: 0,0:09:23.60,0:09:25.76,Default,,0000,0000,0000,,strong arguments won't always win out
Dialogue: 0,0:09:25.76,0:09:27.44,Default,,0000,0000,0000,,but they'll look for other information
Dialogue: 0,0:09:27.44,0:09:28.80,Default,,0000,0000,0000,,to help them decide if they should
Dialogue: 0,0:09:28.80,0:09:30.64,Default,,0000,0000,0000,,accept a persuasive message
Dialogue: 0,0:09:30.64,0:09:32.32,Default,,0000,0000,0000,,as a result they'll look for what are
Dialogue: 0,0:09:32.32,0:09:34.24,Default,,0000,0000,0000,,called heuristic cues
Dialogue: 0,0:09:34.24,0:09:35.92,Default,,0000,0000,0000,,that's a fancy way of saying mental
Dialogue: 0,0:09:35.92,0:09:38.16,Default,,0000,0000,0000,,shortcuts our beliefs about people like
Dialogue: 0,0:09:38.16,0:09:40.24,Default,,0000,0000,0000,,stereotypes can be heuristic cues
Dialogue: 0,0:09:40.24,0:09:42.08,Default,,0000,0000,0000,,for example thinking certain types of
Dialogue: 0,0:09:42.08,0:09:43.60,Default,,0000,0000,0000,,people are more or less trustworthy
Dialogue: 0,0:09:43.60,0:09:44.72,Default,,0000,0000,0000,,because of who they are
Dialogue: 0,0:09:44.72,0:09:46.64,Default,,0000,0000,0000,,or looking at things like credentials
Dialogue: 0,0:09:46.64,0:09:47.76,Default,,0000,0000,0000,,educational background
Dialogue: 0,0:09:47.76,0:09:49.76,Default,,0000,0000,0000,,even their appearance remember
Dialogue: 0,0:09:49.76,0:09:51.76,Default,,0000,0000,0000,,attractiveness and similarity matter
Dialogue: 0,0:09:51.76,0:09:53.52,Default,,0000,0000,0000,,are you good looking do you look the way
Dialogue: 0,0:09:53.52,0:09:56.40,Default,,0000,0000,0000,,people expect an expert to look
Dialogue: 0,0:09:56.40,0:09:58.48,Default,,0000,0000,0000,,these cues which are sometimes fairly
Dialogue: 0,0:09:58.48,0:09:59.52,Default,,0000,0000,0000,,superficial
Dialogue: 0,0:09:59.52,0:10:01.60,Default,,0000,0000,0000,,can be very powerful for an uninvolved
Dialogue: 0,0:10:01.60,0:10:03.36,Default,,0000,0000,0000,,or distracted person
Dialogue: 0,0:10:03.36,0:10:04.88,Default,,0000,0000,0000,,so when people are using the peripheral
Dialogue: 0,0:10:04.88,0:10:06.48,Default,,0000,0000,0000,,route to evaluate what you're saying
Dialogue: 0,0:10:06.48,0:10:08.00,Default,,0000,0000,0000,,because they aren't heavily focused on
Dialogue: 0,0:10:08.00,0:10:09.60,Default,,0000,0000,0000,,the message they'll be convinced by
Dialogue: 0,0:10:09.60,0:10:10.96,Default,,0000,0000,0000,,well-educated experts
Dialogue: 0,0:10:10.96,0:10:12.80,Default,,0000,0000,0000,,and attractive or similar people and
Dialogue: 0,0:10:12.80,0:10:14.64,Default,,0000,0000,0000,,consequently discount the message from
Dialogue: 0,0:10:14.64,0:10:16.48,Default,,0000,0000,0000,,people who aren't experts or who don't
Dialogue: 0,0:10:16.48,0:10:18.56,Default,,0000,0000,0000,,have these appealing qualities
Dialogue: 0,0:10:18.56,0:10:20.08,Default,,0000,0000,0000,,on the other hand when people are
Dialogue: 0,0:10:20.08,0:10:21.60,Default,,0000,0000,0000,,directly affected by an issue
Dialogue: 0,0:10:21.60,0:10:22.96,Default,,0000,0000,0000,,like if it's something that may cost
Dialogue: 0,0:10:22.96,0:10:24.72,Default,,0000,0000,0000,,them a lot of money or they're very
Dialogue: 0,0:10:24.72,0:10:26.00,Default,,0000,0000,0000,,interested in something
Dialogue: 0,0:10:26.00,0:10:28.24,Default,,0000,0000,0000,,and can focus on what you're saying then
Dialogue: 0,0:10:28.24,0:10:29.84,Default,,0000,0000,0000,,they'll set aside heuristic cues and
Dialogue: 0,0:10:29.84,0:10:30.40,Default,,0000,0000,0000,,instead
Dialogue: 0,0:10:30.40,0:10:32.88,Default,,0000,0000,0000,,focus on message strength but you'll
Dialogue: 0,0:10:32.88,0:10:34.64,Default,,0000,0000,0000,,need strong arguments to convince them
Dialogue: 0,0:10:34.64,0:10:35.52,Default,,0000,0000,0000,,because they're not going to be
Dialogue: 0,0:10:35.52,0:10:37.36,Default,,0000,0000,0000,,influenced by weak messages or go along
Dialogue: 0,0:10:37.36,0:10:38.48,Default,,0000,0000,0000,,with someone just because they're good
Dialogue: 0,0:10:38.48,0:10:39.44,Default,,0000,0000,0000,,looking
Dialogue: 0,0:10:39.44,0:10:41.12,Default,,0000,0000,0000,,those factors are secondary for people
Dialogue: 0,0:10:41.12,0:10:43.20,Default,,0000,0000,0000,,processing in a central route
Dialogue: 0,0:10:43.20,0:10:45.04,Default,,0000,0000,0000,,because the central route of persuasion
Dialogue: 0,0:10:45.04,0:10:46.56,Default,,0000,0000,0000,,is based on solid arguments
Dialogue: 0,0:10:46.56,0:10:47.84,Default,,0000,0000,0000,,people tend to be convinced of the
Dialogue: 0,0:10:47.84,0:10:50.80,Default,,0000,0000,0000,,message for a long time even permanently
Dialogue: 0,0:10:50.80,0:10:52.32,Default,,0000,0000,0000,,on the other hand peripheral rap
Dialogue: 0,0:10:52.32,0:10:54.32,Default,,0000,0000,0000,,persuasion tends to be more fleeting
Dialogue: 0,0:10:54.32,0:10:55.92,Default,,0000,0000,0000,,you can persuade someone for a short
Dialogue: 0,0:10:55.92,0:10:57.52,Default,,0000,0000,0000,,period of time but
Dialogue: 0,0:10:57.52,0:10:58.88,Default,,0000,0000,0000,,it won't be difficult to change their
Dialogue: 0,0:10:58.88,0:11:00.56,Default,,0000,0000,0000,,mind on the issue
Dialogue: 0,0:11:00.56,0:11:02.64,Default,,0000,0000,0000,,ultimately persuasion is a very useful
Dialogue: 0,0:11:02.64,0:11:03.84,Default,,0000,0000,0000,,skill to have
Dialogue: 0,0:11:03.84,0:11:05.52,Default,,0000,0000,0000,,if you're persuasive you can get others
Dialogue: 0,0:11:05.52,0:11:07.84,Default,,0000,0000,0000,,to do what you want without using power
Dialogue: 0,0:11:07.84,0:11:10.32,Default,,0000,0000,0000,,which a lot of time you won't even have
Dialogue: 0,0:11:10.32,0:11:12.08,Default,,0000,0000,0000,,persuasion can allow you or your
Dialogue: 0,0:11:12.08,0:11:13.76,Default,,0000,0000,0000,,organization to be someone or something
Dialogue: 0,0:11:13.76,0:11:15.28,Default,,0000,0000,0000,,that others like and want to follow or
Dialogue: 0,0:11:15.28,0:11:16.00,Default,,0000,0000,0000,,connect to
Dialogue: 0,0:11:16.00,0:11:17.76,Default,,0000,0000,0000,,which is very valuable to leaders
Dialogue: 0,0:11:17.76,0:11:20.24,Default,,0000,0000,0000,,corporations and everyday people
Dialogue: 0,0:11:20.24,0:11:22.00,Default,,0000,0000,0000,,in summary there are a number of
Dialogue: 0,0:11:22.00,0:11:23.60,Default,,0000,0000,0000,,strategies to make your messaging and
Dialogue: 0,0:11:23.60,0:11:25.28,Default,,0000,0000,0000,,communication more persuasive
Dialogue: 0,0:11:25.28,0:11:26.64,Default,,0000,0000,0000,,remember the approaches cialdini
Dialogue: 0,0:11:26.64,0:11:28.40,Default,,0000,0000,0000,,described reciprocity
Dialogue: 0,0:11:28.40,0:11:30.64,Default,,0000,0000,0000,,commitment and consistency social proof
Dialogue: 0,0:11:30.64,0:11:32.48,Default,,0000,0000,0000,,likability and authority
Dialogue: 0,0:11:32.48,0:11:33.84,Default,,0000,0000,0000,,it's also important to consider
Dialogue: 0,0:11:33.84,0:11:35.04,Default,,0000,0000,0000,,credibility factors such as
Dialogue: 0,0:11:35.04,0:11:36.80,Default,,0000,0000,0000,,trustworthiness and expertise
Dialogue: 0,0:11:36.80,0:11:38.32,Default,,0000,0000,0000,,as well as how you communicate your
Dialogue: 0,0:11:38.32,0:11:40.32,Default,,0000,0000,0000,,position with one-sided or two-sided
Dialogue: 0,0:11:40.32,0:11:41.52,Default,,0000,0000,0000,,appeals
Dialogue: 0,0:11:41.52,0:11:43.28,Default,,0000,0000,0000,,leaders can use fear as a persuasion
Dialogue: 0,0:11:43.28,0:11:45.52,Default,,0000,0000,0000,,strategy but it's important to use
Dialogue: 0,0:11:45.52,0:11:47.60,Default,,0000,0000,0000,,appropriate levels of fear and provide a
Dialogue: 0,0:11:47.60,0:11:48.88,Default,,0000,0000,0000,,sense of direction in fear-based
Dialogue: 0,0:11:48.88,0:11:50.00,Default,,0000,0000,0000,,messages
Dialogue: 0,0:11:50.00,0:11:51.84,Default,,0000,0000,0000,,finally keep in mind that in some
Dialogue: 0,0:11:51.84,0:11:54.00,Default,,0000,0000,0000,,situations individuals will be more
Dialogue: 0,0:11:54.00,0:11:55.84,Default,,0000,0000,0000,,persuaded by heuristic cues such as
Dialogue: 0,0:11:55.84,0:11:57.60,Default,,0000,0000,0000,,credentials educational background
Dialogue: 0,0:11:57.60,0:11:59.36,Default,,0000,0000,0000,,attractiveness and similarities
Dialogue: 0,0:11:59.36,0:12:00.96,Default,,0000,0000,0000,,rather than the content and reasons
Dialogue: 0,0:12:00.96,0:12:02.80,Default,,0000,0000,0000,,you're giving to explain your argument
Dialogue: 0,0:12:02.80,0:12:05.20,Default,,0000,0000,0000,,and position using persuasion to
Dialogue: 0,0:12:05.20,0:12:06.80,Default,,0000,0000,0000,,carefully craft your arguments and your
Dialogue: 0,0:12:06.80,0:12:08.08,Default,,0000,0000,0000,,communication overall
Dialogue: 0,0:12:08.08,0:12:10.16,Default,,0000,0000,0000,,will be an invaluable tool for you as a
Dialogue: 0,0:12:10.16,0:12:11.76,Default,,0000,0000,0000,,leader as well as
Dialogue: 0,0:12:11.76,0:12:20.16,Default,,0000,0000,0000,,in other areas of your life