How we change what others think, feel, believe and do
The Need for Reason
This is the need for evidence, for reason, for more than plain assertion that something is true.
A car salesperson finds out that a customer has a big family and uses this as a part of the reasoning why they should buy a larger car.
A person at work includes linkage to company strategy in a business presentation.
When we are told something, we do not just accept it as true unless we wholly trust the other person. Even then an assertion accompanied by data or some kind of rationale is preferable (even if the logic is rather shaky).
When we are not happy with what we are told, we ask why, as many children frequently do, or otherwise challenge inadequate reason.
We also feel the need to explain, giving reason for what we say and do. In our theory of mind we imagine how others might doubt what we say, and so offer evidence and reasoning to persuade them, or at least avoid having them think ill of us.
Animals do not have reason learn only by experience, either direct or maybe by watching others. Some animals have limited thinking skills. None, however, can communicate with anywhere near detail of humans. Humans still find experience as the most persuasive argument, though the potential cost of this makes reason a safer and cheaper alternative.
Whether you are selling a car or an idea, include reason within your proposition, including why you are selling and why the other person should buy or accept your idea.