excerpted from 59 Persuasion Tactics That Gain Compliance. The Science of Influence Volumes 23 & 24 Copyright 2003 by Kevin Hogan
Role Response Projection
Of the 59 persuasion tactics, Role Response Projection is one of my "favorites" and, without a doubt, one of the most powerful tactics you can utilize...with a person, a group or even a nation.
You and I have certain personality traits and behavioral characteristics that have been fairly consistent over time. Everyone does. If I want someone to behave in a fashion different from how they have, or if I want a group to act and agree with something they normally wouldn't, I use Role Response Projection.
Role Response Projection is all about assigning traits/characteristics to a person or group that they will then feel compelled to adopt or feel compelled to avoid. This only will be successful if the person or group sees themselves as benefiting somehow. The benefit could be tangible (such as receiving money) or intangible (for example: gaining respect or love).
A man is pursuing a woman for a date and has engaged her in a short conversation. Because she isn't absolutely sure of this one, she doesn't want to be pressured into a sexual encounter in this conversation.
"You know what I like about you? You like to talk. You seem sensitive and not high pressure like so many other guys. I appreciate that...," she says.
The gears start switching inside of the mind of the man. This isn't where he was going but if he wants this woman, it's the option she is offering.
He concurs, "Men can be such jerks. I've never understood how men can be so insecure that they have to demand something of a woman that she isn't even ready to give."
Role Projection. She projects the role onto him that she wants him to fit into. The interesting thing is that not only is Role Projection effective...it can be effective long-term and literally change the behavior of others when reinforced!
or...
She says, "I'd never go out with a guy who....."
Fill in the blank and the research shows that he will behave appropriately because she is "in demand."
9/11. The information comes out that the hijackers of the airplanes were all Muslims. The government immediately goes into future damage control by indicating that not all Muslims are bad and that Americans know that. Only the most fundamentalist of Muslims would behave in this insane manner. These are not the people who go to the mosque on Friday in your neighborhood. (Indeed most American's couldn't have told you what a mosque, Muslim or their day of worship was prior to 9/11.) That makes for easy recrimination.
The government (shockingly) did it right, though, and cast a role for Americans to play. Americans would NOT take out their hostilities toward those in their community who once were invisible...and now the first people seen on the street. Remarkably, one might think, the public relations strategy paid off in huge dividends, keeping relative peace in most parts of the country and the world.
How do non-Muslim Americans benefit? They behave in a way that makes them appear in control, non-prejudicial and positive in the sight of the rest of the world...and possibly avoid other fundamentalist backlash from other cells of less organized groups.
Role Response Projection is literally an attempt to alter someone's concept, even if for a short period of time. Teachers do this when they tell students, "you can do better!" However, the RRP will be much less likely to work when trying to redefine too much of the other person's self concept.
In it's most positive uses, the RRP can begin to remold an individual in ways that will reshape their identity and behavior for the best long-term outcomes for the individual.
Science of Influence Master's Home Study Course (Volumes 1-12)
with Kevin Hogan, Psy.D.
The ability to influence is the single most important element in communication in business, selling, a professional practice, intimate relationships and obviously in selling. Every useful communication involves persuasion. You want people to believe what you say. You want them to understand what you say. You want your message to be accepted and acted upon. Period. Without effective persuasion and influence none of this is possible.
The Science of Influence is the master's home study course. What makes the Science of Influence different from every other program about persuasion is that this material is fresh, potent, tested, and has nearly all of what you will discover is new! There is no rehash of past salespeople or scholars. This is the culmination of years of selling synthesized with the last five years of academic research into compliance gaining, persuasion and influence. No one has a program like this designed for you.
