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All around you, various groups, people, and ideologies are competing to influence your decision. You are probably already aware of the massive amount of money and research done by advertising agencies to influence your opinion. But, what you may not be aware of is why some of these tricks and tactics work. From the low-brow to the highly sophisticated, we'll look at how people can persuade you using basic psychology.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:off ice:office" /

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Commands: A command is the caveman of persuasion, but the psychology can become complex. Commands rely upon a specific, if unstated, difference in the level of value between the two people. The person who makes the command can adopt one of three forms. He/she may make the command as a superior to a subordinate, as a person of equal value, or as a person of inferior value to a superior. Even the most plain of requests like, "Can you pass me the salt?" has inherent value presumed in the request.

As a superior to an inferior, the command is made with no hedging remarks or supplication at all. "Pass me the salt." Such a command would be considered rude in our society. Nevertheless, such commands are made every day.

When two equals address each other, the one making the command hedges his remarks. First, he acknowledges that he has inflicted a hardship on his peer. "Can you please" is a prime example of this type of statement. He knows good and well that his peer is capable of doing such a request; however, he must preserve that person's value. So by asking "Can he" and "please" he is acknowledging the fact that his peer could do something else, and making courtesy gestures to show that the other person is respected.

The final form of a command is how an inferior makes a command of his superior. He addresses his command in such a diluted form that it is often hard to remember what he asked. "Sir, if I could, just a moment of your time, I'd hate to inconvenience you, but given the gregarious nature of my eggs, I must duly inform you that they require a pinch of salt and if, at your pleasure, when you finish your ruminations, pass me the salt."

Psychologically, every command gives us an impression of what relationship we have with the person making the request. However, there are two tactics for making a command even more persuasive. The first is to offer it with a negation. A negation is simply any statement that tells a person not to do what you are saying. For example, do

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