What is persuasion? It is the act ofusing argument,reasoning,or appeal to get someone to take a course of action or change his or her point of view. Individuals try to persuade others to do things their way, to think like they think, and even simply to leave them alone. You use persuasion techniques on a daily basis, whether you are aware of it or not. You are also the target of those techniques. Perhaps you decided to ask for a raise. You felt you earned it, and went to your boss with many examples of your work and the positive results you have achieved for your company. In other words, you tried to make her think a certain way (that you are a great employee who deserves a raise) by using evidence and examples to persuade her. But instead of getting a raise, you got to listen to her explain how badly things were going at corporate headquarters. Her job was on the line. Stock prices were down. She knew you would understand, being "one of our best and brightest," why she could not increase your salary. Your boss ended the conversation by using persuasion (including evidence and an emotional appeal of flattery) to change your mind about the raise.
Persuasion also happens in more organized ways. Political groups use it to influence your vote and advertisers use it to get you to buy certain products or services. When persuasion is particularly systematic and organized, it is known as propaganda. Propaganda uses many persuasion techniques at once to attempt to bring about a change in a group of people.
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