Week #26 — The Science Of Trust

Whenever someone tries to influence us, in our minds we ask ourselves, “Can I trust this person? Do I believe him? Is she really concerned about me?” We are less likely to be influenced if we sense that the person trying to persuade us is driven solely by self-interest. Trust is the glue that holds the entire persuasion process together. Trust is created when you put your audience’s interests and wants before your own. Many times trust comes when your audience feels you are predictable. For some people, trust is a leap of faith; they simply want and need to believe in the persuader’s intentions. Research shows that, deep down, people want to trust others.