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""There's really nothing mysterious about getting people to change their minds. No special, inborn gifts. No subliminal tricks. Instead, the best persuaders--advertisers, salespeople, politicians, spin doctors--depend on the fact that everyone responds to messages in just two ways: thoughtfully or mindlessly. And they know how to manipulate these two persuasion routes to make even the most doubtful say "yes." Jam-packed with fascinating case studies and surprising examples, this comprehensive, entertaining how-to guide puts the powerful tool of persuasion at anyone's disposal. It explains: * How the master persuaders--the Churchills, Lincolns, and Roosevelts--create powerful, memorable messages that convince people of their arguments' logic and rightness. * How successful persuaders exploit the psychological triggers that cause people to subconsciously move from "no" to "yes.""

"Persuasi adalah usaha penyampai pesan agar penerima pesan berespon sesuai dengan tujuannya. Usaha ini dilakukan di hampir semua bidang kehidupan. Orang tua mempersuasi anak, guru mempersuasi murid, politikus mempersuasi konstituennya dan produsen mempersuasi konsumennya.Luasnya bidang cakupan persuasi mendorong munculnya berbagai penelitian mengenai faktor yang mempengaruhi keberhasilan persuasi. Sejauh ini, kebanyakan penelitian berpusat pada faktor yang mempengaruhi keberhasilan persuasi yang bersifat argumentatif.Karena penelitian-penelitian itu tidak membawa hasil yang memuaskan, timbullah usaha untuk meneliti efektivitas pesan yang bukan bersifat argumentatif, melainkan bersifat naratif. Pesan naratif ternyata mengurangi kecenderungan penerima pesan untuk memberikan argumen tandingan, karena pesan naratif membuat penerima pesan hanyut dalam alur cerita.Disertasi ini menguraikan hasil penelitian yang dilakukan dengan metode eksperimen dalam konteks perilaku ramah lingkungan. Ditemukan bahwa persuasi naratif terbukti lebih efektif dibandingkan dengan persuasi argumentatif. Selanjutnya juga ditemukan bahwa pesan naratif yang dibingkai dengan risiko kerugian individual ternyata lebih efektif daripada pesan yang dibingkai dengan risiko kerusakan lingkungan.

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Persuasion is an attempt to delivers message so the receiver able to respond accordingly. This purpose exists in all of our life aspect. Parents persuade their child, teacher persuade their student, politician persuade their constituent and producer do it as well to their consumers. The breadth of this field encourages many studies about factors that influenced the effectiveness of persuasion process.So far, most of the existing studies focused on factors that influenced to the effectiveness of persuasion with an argumentative type. However, due to unsatisfying results made from these previous studies, there is an attempt, which instead focused on the persuasion with argumentative type, it is focused on a narrative persuasion type. Narrative message type is apparently reduced the receiver tendency to give a counter argument by made them transported into the plot of a story.This research outlined findings through an experimental method with the pro environmental behaviour as its context. It was found that narrative persuasion type significantly effective compared to the argumentative type. Further, it was also proved that a narrative message type which is framed by an individual lost risk was likely more effective compare to a message which framed by an environmental lost scenario."

"Penelitian ini bertujuan untuk menguji bagaimanakah enam Prinsip Persuasi yang terdiri dari Reciprocity, Social Proof, Liking, Authority, Commitment and Consistency, dan Scarcity yang diterapkan pada iTunes dan App Store dapat mendorong terjadinya pembelian musik dan aplikasi pada pengguna Smartphone berbasis iOS di Indonesia. Data yang digunakan pada penelitian ini adalah data primer yang didapat dari kuesioner, sedangkan data sekunder diperoleh dari buku teks, internet dan jurnal.Dari hasil analisis yang diuji didapat Scarcity dan Authority berpengaruh positif dan paling mempengaruhi pembelian. Sedangkan Reciprocity, Social Proof, Liking, Authority juga berpengaruh positif terhadap pembelian tetapi tidak setinggi dua bauran komunikasi lainnya. Hal ini berarti pembelian pada pengguna smartphone berbasis iOS lebih dipengaruhi oleh Scarcity dan Authority.

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This study aims to examine how Six Principles of Persuasion consisting of Reciprocity, Social Proof, Liking, Authority, Commitment and Consistency, and Scarcity can lead to purchases on iOS-based smartphone users in Indonesia. The data used in this study is primary data obtained from questionnaires, while secondary data obtained from textbooks, internet and journal.

From the results of the analysis are obtained Scarcity and Authority tested positive effect and the influence of purchase. While reciprocity, Social Proof, Liking, Authority also has a positive effect on the purchase but not as high as the other two communications mix. This means purchases on iOS-based smartphone users are more affected by Scarcity and Authority."

"ABSTRAKPenelitian ini membahas strategi komunikasi persuasi yang dilakukan oleh salesforce Honda, yaitu sales lapangan dan sales counter serta mereka memaknaiproses komunikasi persuasi dalam pemasaran. Penelitian ini menggunakanmetode kualitatif dengan pendekatan studi kasus. Penelitian ini menyimpulkanbahwa pada dasarnya tidak ada perbedaan yang signifikan antara sales lapangandan sales counter. Hasil penelitian menunjukan bahwa informan tidak hanyamengandalkan strategi komunikasi verbal namun juga non verbal. Selain itu,adanya hubungan pengaruh antara kehidupan keseharian dan kemampuankomunikasi persuasi sales. Perbedaan yang utama hanya pada ruang atau tempatkerja. Hasil wawancara dengan customer secara keseluruhan memberikanpenilaian yang positif terhadap cara komunikasi persuasi kedua informan. Keduacustomer merasakan kepuasan terhadap alur proses komunikasi persuasi pada dariproses awal/pendekatan hingga closing atau terjadinya transaksi pembelian,termasuk pelayanan sesudah pembelian.

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ABSTRACTThis research explains the persuasive communication strategies made by Honda'ssales force, the sales pitch and sales counter and they make sense of the process ofpersuasion in marketing communications. This study uses a qualitative case studyapproach. This study concludes that there is basically no significant differencebetween the sales pitch and sales counter. The results showed that the informantdid not just rely on verbal communication strategies but also non-verbal. Inaddition, the influence of the relationship between daily life and communicationskills of persuasion sales. The main difference is only in the room or workplace.The results of interviews with customers for an overall positive assessment of theway of persuasion communications both informants. Both customer satisfaction tothe persuasion process flow communication at the beginning of the process /approach to closing purchase transaction or occurrence, including service after thepurchase."