How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 365

experience. The simple symbol of a red stop sign triggers an automatic
response. For many, the sight of a police car on the highway will also
trigger the automatic braking response.
Think of these symbols as you read the list and pay attention to the
feelings, memories, attitudes, and experiences they trigger in your mind:
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Crucifix
Star of David
Statue of Liberty
World Trade Center
American flag
Swastika
Military uniform
Olympic symbols
Wedding dress
Christmas tree

When you are trying to mold attitude as a persuader, it is useful to know
how symbols shape the attitudes of your audience. Make careful study and
research of the symbols you want to use before you employ them. If used
well, they will influence your audience's feelings and behavior to your
benefit. Marketing and advertising executives use symbols in a very
sophisticated way to manipulate consumers. For example, did you know
that the average child recognizes McDonald's' arches before he or she is
even twenty months old?[8] There are symbols of freedom, symbols of
success, and symbols of poverty. Find and use the symbols you need to
create the proper association with your prospect.
[3]M. Schleidt and B. Hold, "Human Odour and Identity," in Olfaction and
Endocrine Regulation, W. Breipohl, editor (London: IRL Press, 1982), pp. 181–
194.
[4]Robert A. Baron, "Sweet Smell of Success: The Impact of Pleasant Artificial
Scents on Evaluations of Job Applicants," Journal of Applied Psychology 68
(1983): 709–713.
[5]Ibid.
[6]G. H. S. Razran, "Conditioned Response Changes in Rating and Appraising
Sociopolitical Slogans," Psychological Bulletin 37 (1940): 481.
[7]Doug
Murphy.
See:
www.ahwatukee.com/afn/community/articles/010704b.html
[8]David Leonhardt, with Kathleen Kerwin, "Hey Kid, Buy This!" Business
Week, June 30, 1997.
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