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People are more likely to be persuaded by messages that resonate with their values from "summary" of Influence by Robert B. Cialdini, PhD
The principle of resonance suggests that individuals are more inclined to be swayed by arguments that align with their personal beliefs and values. When a message resonates with our values, it feels right to us, making us more likely to accept it as true or convincing. This phenomenon is rooted in our desire for consistency between our beliefs and actions. Messages that resonate with our values are more persuasive because they tap into our fundamental need to maintain internal harmony. When a message aligns with our values, it reinforces our sense of identity and self-concept. This alignment creates a sense of congruence that feels satisfying and affirming. As a result, we are more likely to be receptive to ideas that reinforce our existing beliefs and values. The power of resonance lies in its ability to engage our emotions and deeply held beliefs. When a message strikes a chord with our values, it triggers an emotional response that can override logical reasoning. This emotional connection enhances the persuasive impact of the message, making it more effective in influencing our attitudes and behaviors. In practical terms, understanding the principle of resonance can help communicators craft more effective messages that appeal to their target audience. By aligning their arguments with the values and beliefs of their audience, they can increase the likelihood of persuasion. This approach requires a deep understanding of the values, beliefs, and identities of the audience, as well as the ability to tailor messages to resonate with these key factors.- The principle of resonance underscores the importance of connecting with people on a deeper emotional level. By appealing to their values and beliefs, communicators can create a strong emotional bond that enhances the persuasive impact of their messages. This approach can be a powerful tool for influencing attitudes and behaviors in a wide range of contexts.
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