Motto,

"Niciodat s nu negociezi cu cineva

cnd nc nu ai terminat de
negociat cu
tine nsui."

Andrew Carnegie:
 Cuprins

Introducere.................................................................................................................................................1
1. Etimologia cuvntului persuasiune...................................................................................................2
2. Ce este persuasiunea?............................................................................................................................2
3. Legile persuasiunii.................................................................................................................................3
3.1 Legea reciprocitii...................................................................................................................3
3.1.1 Coninutul legii...............................................................................................................3
3.1.2 Cum se stimuleaz reciprocitatea?.................................................................................4
3.2 Legea contrastului...................................................................................................................4
3.2.1 Coninutul legii...............................................................................................................4
3.2.2 Care este mecanismul acestei legi?................................................................................5
3.3 Legea prietenilor.....................................................................................................................5
3.4 Legea ateptrilor....................................................................................................................6
3.4.1 Coninutul legii...............................................................................................................6
3.4.2 Exemple ale aplicabilitii legii ateptrilor..................................................................6
3.5 Legea asocierii.........................................................................................................................7
3.5.1 Coninutul legii...............................................................................................................7
3.5.2 Exemple ale legii asocierii.............................................................................................7
3.5.3 Efectul invers al legii asocierii.......................................................................................7
 3.6 Legea consecvenei..................................................................................................................8
3.7 Legea timpului.........................................................................................................................8
3.7.1 Coninutul legii...............................................................................................................8
3.7.2 Modificarea perspectivei temporale, o tehnic pentru creterea anselor de
convingere..................................................................................................................................................8
3.8 Legea penuriei..........................................................................................................................9
3.9 Legea conformismului.............................................................................................................9
3.10 Legea puterii..........................................................................................................................9
4. Principiile persuasiunii..........................................................................................................................9
4.1 Simpatia...................................................................................................................................9
4.2 Reciprocitatea.........................................................................................................................10
4.3 Dovada social.......................................................................................................................10
4.4 Consisten.............................................................................................................................10
4.5 Autoritate...............................................................................................................................10
4.6 Caracterul limitat....................................................................................................................10
5. Persuasiunea din perspectiva limbajului verbal...................................................................................10
5.1 Dimensiunea semantic..........................................................................................................11
5.2 Dimensiunea funcional........................................................................................................11
5.3 Dimensiunea tematic............................................................................................................11
6. Persuasiunea i mass-media.................................................................................................................12
7. Persuasiunea i dreptul de a tii...........................................................................................................13
8. Persuasiunea i publicitatea.................................................................................................................14
9. Cea mai puternic arm a persuasiunii................................................................................................15
10. Persuasiunea i viruii de limbaj........................................................................................................16
Concluzii..................................................................................................................................................18
Bibliografie selectiv...............................................................................................................................19