2-16 - Change I. Creating Change A. People want consistency...

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Change I. Creating Change A. People want consistency – In their beliefs. If you are doing something inconsistent with your beliefs you will change. a. God Terms – Certain words that people must worship. Customer Service “Quality”, family “trust”. Smart persuaders will tie their ideas to a god term. i. Ex. If you want someone to use this computer use words like ‘quality’, ‘customer focus’, ‘saving money’. b. Fighting a god term – you fight a god term with a competing god term. If you say ‘don’t you trust me’ say ‘but we love you’. B. People don’t want to be forced; don’t push too hard II. Manipulating Messages A. Evidence – proof of concept. If you can prove it, evidence will have impact but has to be understandable. If you don’t understand it there will be no impact. Evidence has to be new if its going to be effective. Have to constantly find new evidence Evidence has to be relevant. Should come from highly credible sources.
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This test prep was uploaded on 04/16/2008 for the course CMS 315M taught by Professor Daly during the Spring '07 term at University of Texas at Austin.

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2-16 - Change I. Creating Change A. People want consistency...

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