13. POWER

1. DEFINITION: The capacity to influence behavior of others

2. The General Dependency Postulate: 

Dependency is increased when the resource of your control is:

important, scarce, and/or non-substitutable

3. SOURCE OF POWER 

• REWARD: Control over valued or desired outcomes

• COERSIVE: The threat/use of punishment, harm, or unpleasant consequences

• LEGITIMATE: Authority to make and enforce decisions in specific area

• EXPERT: Possess valuable &/or rare knowledge, skills, talents, expertise

• REFERENT: Possess admired personality, charisma, reputation

4. POWER OF PERSUASION

• Liking : People like those who like them 

(Uncover real similarities and offer genuine praise.)

• Reciprocity : People repay in kind 

(Give what you want to receive.)

• Social proof : People follow the lead of similar others

(Use peer power)

• Consistency : People stick with clear commitments

(Make commitments active, public, and voluntary)

• Authority : People defer to experts

(Make people aware of your expertise)

• Scarcity : People want more of what is less available

(Highlight unique benefits and exclusivity)

5.Power & Non-Verbal Behavior

• People make snap judgments

• People are not listening as carefully as you think

• Non-verbal cues matter a great deal

6. Body language of power

• Expansive posture

• High status – takes up more space

• Small, subtle physical changes have big effects

7. SUM UP: Increase power by:

• Acquiring the bases of power that are most useful (expert, referent)

• Using persuasion principles effectively

• Avoiding tactics that tend to backfire (coercion)

• Using non-verbal cues (body language) effectively