Persuade Populists

Populism is popular, and therefore important for agents of influence to understand. University of Nevada-Reno researchers note how populism is now a political force across Europe, Asia, and the Americas, with little probability of fading away. They go on to specify how populism is embedded in a set of cultural attitudes. I recommend that we consider those attitudes as influencing not only who and what gets the vote, but also which types of appeals sell retail products, attract donations, and improve adherence to health care practices.
     The distinguishing view in populist sentiments is that society is clearly divided into the common people, who are generally virtuous, and the elite, who generally intend to exploit the common people. Therefore, the common people must continually be on guard that their welfare is not ravaged by the elite. In the UNR studies, populist attitudes were assessed by degree of agreement with items such as “Ordinary people are of good and honest character,” “The people should be asked whenever important decisions are taken,” and “People like me have no influence on what the government does.”
     The researchers collected data about populist sentiments and associated personality characteristics from university students in 33 countries. Not surprisingly, social cynicism, as measured by agreement with questionnaire items like “Powerful people tend to exploit others,” reflected populist views. So did social flexibility, as measured with items like “One has to deal with matters according to the specific circumstances.” People who otherwise show populist attitudes are also more likely to be open to new experiences.
     The implications for persuasion are the importance of earning trust and the value of stimulating curiosity. Regarding trust, researchers at University of Michigan suggest adherence to four communication practices: 

• Relevance. Give enough information to the consumer to allow the consumer to make wise decisions. 
• Parsimony. Limit the amount and pace of information to fit the capabilities and the preferences of the consumer. 
• Truthfulness. Have sufficient evidence for the claims you make ready for presentation to the consumer in manageable chunks if the consumer asks for them. 
• Clarity. Use words, phrasing, and sequencing of ideas which minimize ambiguity for the consumer.

     As to arousing and then satisfying curiosity, studies at University of Arizona and University of Washington verified the value of encouraging consumers to formulate questions for which they had not yet obtained the answers. Populists want to dialogue with those aiming to influence them.

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Relax Guardedness with Gricean Norms 

Kick the Sale with Curiosity 

Yield to Power Distance Belief 

Give Me Five for Productive Staffing 

Market by Political Propensity