Simplifying The Concept Of Coercive And Persuasive Power. - CiteHR
AVINASH V RAO
Assessment Development Centers, 360 Df, Pms,
Paromita26
Hr Professional

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dear cite hr members,

the concept of power, over the years has evolved a lot. what i would like to discuss is two bases of power: coercive and persuasive. given below are the meanings, its basic theory and what these terms imply. i hope that it will be useful because the concept of power is something that has always created history.

any additions, suggestions for improvement and feedback would be of great help.

What is Coercive and Persuasive Power?

Coercive Power is the one that instils a fear in people to do some actions. It may also mean any power that influences a person emotionally rather than as a conscious choice. The best example of coercive power would the power drawn from the organizational position. For the emotional part, the example for coercive power would be close affectionate bonds among individuals.

Persuasive Power is the one that influences people to follow the leader. The example best suited for explaining persuasive power would be that of a highly competent manager who influences because he gets results. His behaviour also encourages others to follow his example.

There are mainly two bases of power: Coercive(fear) and Persuasive(love). Various experts who have done research on this crucial aspect of motivation have always suggested these two forces to be the ones which influence an individual’s behaviour under power or when he/ she has it. Therefore six bases of power are further derived from each base.

Coercive power includes:

• Organizational position.

• Punishment.

• Charisma.

• Personal relationship.

• Closeness to a source of power.

• Manipulative/ withholding information power.

The six persuasive bases derived are:

• Expertise.

• Competence.

• Role modelling.

• Rewarding

• Helping/caring

• Information.

the CPP Scale ( Coercive and Persuasive Power Scale) is a useful instrument that measures an individual's need and value of the two power bases. it is said that the higher the inclination towards persuasion as a mode of influence, the more functional it is. but it does not mean that coercive power is not useful.

for more information on the instrument, please refer Training Instruments in HRD and OD by Dr. Udai Pareek.

Communication that is persuasive is directed towards changing or altering another person's beliefs, attitudes and ultimately, behaviours.
Generally, attitudes are composed of three components:
:arrow: COGNITIVE: the manner in which the attitude object is perceived
:arrow: AFFECTIVE: feeling of like or dislike towards the object
:arrow: BEHAVIOURAL: action tendencies towards the attitude object. The cognitive component is the perosn's beliefs about the attitide object. The idea is that beliefs affect attitudes, which affects behaviours. Change a persons' beliefs or attitudes and you can change their behaviours.
INFLUENCES ON PERSUASIVE MESSAGES
Many factors determine the effectiveness of a persuasive message. Four Major factors are:
:!: The message source
:!: Believability of the message
:!: Environmental factors and
:!: Comprehension and retention of the message.

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