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1、42InpressinThePersuasionHandbook,M.PfauandJ.Dillard(Eds.)SagePressTheBusinessofInfluence:PrinciplesthatleadtosuccessincommercialsettingsKeltonv.L.RhoadsandRobertB.CialdiniIntheadvertisingindustry,thereisastoryaboutafrozenfoodsexecutivewhowaslookingtohirean
2、adagencyand,intheprocess,wasinterviewingoneparticularprospect."Doyouhaveexperienceinsellingfrozenfood?"theexecutiveasked.“Yes,”saidtheadagencyrepresentative."Howaboutfrozenvegetables?"“Yes,severaltypes.”“Spinach?"“Yes,”claimedtheagencyrepresentative,“wesuc
3、cessfullyadvertisedspinachforanotherclientseveralyearsago.”Nowleaningforwardinhisseat,hisvoicestrainedinanticipation,theexecutiveasked,"Wholeleaforchopped?"Thestoryillustratesoneofourcentralcontentions:Althoughhighlyspecializedknowledgeinanarrowarenacanbev
4、aluable,surely,itwouldbemorevaluabletopossessabroaderexpertisethanthat—expertiseinthefundamental,cross-situationallawsofhumanbehavior.Eveninjustthecommercialdomain,knowingthelawsthatregulatehumanrespondingwouldallowfortheconstructionofeffectiveappealsacros
5、sawidespectrumofcircumstances—retailorwholesale,productsorservices,advertisingorsales,wholeleaforchopped.Influencesettings,issues,modalities,andagentsmightchange,buttrulyuniversalprinciplesofinfluenceshouldundergirdsuccessfulpersuasiveattemptswherevertheya
6、reapplied.Thequestiontobeaddressedinthischapteriswhethersuchuniversalprinciplesareknown.Whilewecertainlydon’tclaimtohavelocatedorcometofullyunderstandalloftheuniversalprinciplesofinfluence,wedobelievethatthereisevidencepointingtotheexistenceofatleastsix.We
7、considerthesesixprinciplesatlengthsubsequently.However,beforewedo,itisimportanttoconsiderapriorissue:Howdoesonedeterminewhicharethemostregularandpowerfulinfluencesontheinfluenceprocess?Oneanswerinvolvesthesystematicobservationofthebehaviorsofcommercialcomp
8、lianceprofessionals.Whoarethecommercialcomplianceprofessionalsandwhyshouldtheiractionsbeespeciallyinformativeastotheidentificationofpowerfulinfluencesoneverydaycompliancedecisions?Theycanbedefinedasthoseindiv
