Brought into the Fold: Influence and Persuasion in a Conversional Religious Setting

Abstract

This study explored the use of influence techniques upon introduction of individuals to a conversional religion (The Church of Scientology). The researcher used the Participatory Research paradigm to investigate four aspects of influence (liking, social proof, authority and reciprocation, Cialdini, 1994) in an overriding Elaboration Likelihood Model (Petty, R., Cacioppo, J., 1986) framework. Findings supported hypothesis of use of influence techniques for the financial benefit of the organization. The implications of these findings for the future studies of influence were discussed.

Keywords: Influence, Persuasion, Religion, Social Proof, Authority, Reciprocation, Liking, Elaboration Likelihood Model