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Show Persuasive Strategies The first principle of persuasion is that consistency persuades, meaning that audiences are more likely to change their behavior if the suggested change is consistent with their present beliefs, likely to enter still other competitions. The second principle of persuasion is that small, gradual changes persuade, meaning that audiences are more likely to alter their behavior if the suggested change will require small, gradual changes rather than major, abrupt changes. A common error of beginning persuaders is that they ask for too much change too soon for too little reason. Hostile audiences especially are resistant to persuaders who ask for too much too fast. The third principle of persuasion is that audiences are more likely to change their behavior if the suggested change will benefit them more than it will cost them. Cost-benefit analysis is considered every time we buy something. The fourth principle of persuasion is that audiences are more likely to change their behavior if the change meets their needs. For example, physiological needs, safety needs, love needs, esteem needs, or self-actualization (Maslow’s hierarchy of needs). 20 |