ABSTRACT
Influence involves changing the attitudes and behaviors of other people without using any force or show of power. Persuasion is a popular topic, and it is often referred to as gentle persuasion. Authors have used the term gentle persuasion when talking about converting people to a religion, when referring to what the media does to us, and when talking about sex before marriage. Persuasion differs from influence in that influence involves producing an effect without using force, and persuasion involves changing an opinion by presenting professional behavior analysts view, sometimes by using argument or debate. The four elements of persuasion are having credibility, understanding professional behavior analysts' audience, making a solid case, and effectively communicating. From classrooms to corporations, behavior analysts are in the business of persuasion and influence most of the time. “Influence involves changing the attitudes and behaviors of other people without using any force or show of power.”
