Wed, 28 October 2015
To maintain order of the world, our brains link objects, gestures, and symbols with our feelings, memories, and life experiences. We mentally associate ourselves with such things as sights, sounds, colors, music, and symbols. These associations create quick subconscious triggers. The feelings you generate can help or hurt your ability to persuade.
Power Persuaders take advantage of association triggers to evoke positive feelings and thoughts that correspond with the message they are trying to convey. In this sense, you, as a persuader, can actually arouse a certain feeling in your audience by finding the right association key to unlock their door. Associations are not the same for all people—obviously, each person and culture has their own set of triggers. However, once you understand the general rules, you can find the right associations to match any situation. Why do you think restaurants decorate a certain way, have their lighting just right, and play certain types of music? All these things are defined in the Law of Association.