persuasion and influence - Publications - Faculty & Research - Harvard Business School

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March 2020
Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details

Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry

2019
Working Paper

Persuasive Propaganda During the 2015 Argentine Ballotage

By: Rafael Di Tella, Sebastian Galiani and Ernesto Schargrodsky

We study a propaganda campaign sponsored by the government against the main political challenger in the days preceding the 2015 Argentine runoff presidential election. Subjects in the treatment group watched an “ad” initially aired during soccer transmissions that was... View Details

Keywords: Propaganda; Persuasion; Voting; Political Elections; Government and Politics; Communication Strategy; Power and Influence; Public Opinion; Argentina

Article

The Persuasive 'Power' of Stigma?

By: Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney and Dan Ariely

We predicted that able-bodied individuals and white Americans would have a difficult time saying no to persuasive appeals offered by disabled individuals and black Americans, due to their desire to make such interactions proceed smoothly. In two experiments, we show... View Details

Keywords: Persuasion; Stigma; Interactions; Interracial Relations; Power and Influence; Personal Characteristics; Interpersonal Communication; Attitudes

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Article

Coarse Thinking and Persuasion

By: Sendhil Mullainathan, Joshua Schwartzstein and Andrei Shleifer

We present a model of uninformative persuasion in which individuals "think coarsely": they group situations into categories and apply the same model of inference to all situations within a category. Coarse thinking exhibits two features that persuaders take advantage... View Details

Keywords: Cognition and Thinking; Brands and Branding

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September 1991
Background Note

Persuasion

Examines the principles that apply in any persuasive business situation. Describes how to analyze the goals and audience; how to devise a persuasive message; and how to execute a persuasive strategy in writing, presentations, and larger corporate communication tasks. View Details

Keywords: Business or Company Management; Communication Intention and Meaning; Interpersonal Communication; Communication Strategy

05 Aug 2009
Working Paper Summaries

Authority versus Persuasion

Keywords: by Eric J. Van den Steen

May 2009
Article

Authority versus Persuasion

By: Eric J. Van den Steen

This paper studies a manager's trade-off between using persuasion and using interpersonal authority to get an employee to 'do the right thing' from the manager's perspective (when the manager and employee disagree on the right course of action). It... View Details

Keywords: Employee Relationship Management; Managerial Roles; Projects; Motivation and Incentives; Power and Influence

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2009
Working Paper

Authority versus Persuasion

By: Eric J. Van den Steen

This paper studies a principal's trade-off between using persuasion versus using interpersonal authority to get the agent to "do the right thing"; from the principal's perspective (when the principal and agent openly disagree on the right course of action). It shows... View Details

Keywords: Employee Relationship Management; Managerial Roles; Projects; Motivation and Incentives; Power and Influence

2024
Working Paper

Business Experiments as Persuasion

By: Orie Shelef, Rebecca Karp and Robert Wuebker

Much of the prior work on experimentation rests upon the assumption that entrepreneurs and managers use—or should optimally adopt—a "scientific approach" to test possible decisions before making them. This paper offers an alternative view of experimental strategy,... View Details

Keywords: Experimentation; Entrepreneurship; Strategy; Decision Making; Innovation Strategy

2013
Working Paper

Separating Homophily and Peer Influence with Latent Space

By: Joseph P. Davin, Sunil Gupta and Mikolaj Jan Piskorski

We study the impact of peer behavior on the adoption of mobile apps in a social network. To identify social influence properly, we introduce latent space as an approach to control for latent homophily, the idea that "birds of a feather flock together." In a series of... View Details

Keywords: Social Influence; Social Network; Mobile App; Peer Effects; Latent Homophily; Latent Space; Proxy Variables; Familiarity; Behavior; Consumer Behavior; Applications and Software; Social and Collaborative Networks; Mobile and Wireless Technology; Power and Influence; Social Media

Article

Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion

By: Sonya Grier and Rohit Deshpandé

Keywords: Society; Customers; Groups and Teams; Identity; Advertising; Status and Position

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10 Jul 2007
Working Paper Summaries

The Persuasive Appeal of Stigma

Keywords: by Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney & Dan Ariely

2010
Working Paper

Persuasion and Empathy in Salesperson-Customer Interactions

By: Julio J. Rotemberg

February 2005
Article

Change Through Persuasion

By: David A. Garvin and Michael A. Roberto

Keywords: Change

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2014
Article

Thought Calibration: How Thinking Just the Right Amount Increases One’s Influence and Appeal

By: Daniella Kupor, Zakary L. Tormala, Michael I. Norton and Derek D. Rucker

Previous research suggests that people draw inferences about their attitudes and preferences based on their own thoughtfulness. The current research explores how observing other individuals make decisions more or less thoughtfully can shape perceptions of those... View Details

Keywords: Thoughtfulness; Liking; Social Influence; Decisions; Attitudes; Cognition and Thinking; Power and Influence

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March 2015
Module Note

Power and Influence in Society

By: Julie Battilana

This module aims to help students understand how power and influence are employed, both to reproduce the status quo and to effect change in society. It first helps them to understand why, more often than not, power is used to reproduce the existing way individuals and... View Details

2021
Working Paper

First Law of Motion: Influencer Video Advertising on TikTok

By: Jeremy Yang, Juanjuan Zhang and Yuhan Zhang

This paper engineers an intuitive feature that is predictive of the causal effect of influencer video advertising on product sales. We propose the concept of m-score, a summary statistic that captures the extent to which a product is advertised in the most engaging... View Details

Keywords: Influencer Advertising; Video Advertising; Computer Vision; Machine Learning; Advertising; Online Technology

March 2023
Module Note

Persuasive Client Presentations

By: David G. Fubini and Patrick Sanguineti

A module note for the Mastering Consulting and Advisory Skills (MCAS) course, "Persuasive Client Presentations" breaks down bad habits and good rules of thumb when preparing and giving client presentations. View Details

Keywords: Presentations

2002
Working Paper

Risk Aversion and Apparently Persuasive Advertising

By: Bharat Anand and Ron Shachar

17 Oct 2019
Working Paper Summaries

Persuasion by Populist Propaganda: Evidence from the 2015 Argentine Ballotage

Keywords: by Rafael Di Tella, Sebastian Galiani, and Ernesto Schargrodsky

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