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Unformatted text preview: Chapter 25 – Persuasive Speaking Speaking
Persuasion: the process of changing or reinforcing attitudes, beliefs, values, or behavior values, Attitudes: likes and dislikes likes Beliefs: what one understands to Beliefs: be true and false be Values: enduring conceptions of right/wrong, good/bad; hardest to affect in an audience affect Behavior: affected by our needs, Behavior: our tendency to avoid pain and seek pleasure, our emotional reactions, and our desire for psychological balance and order psychological Motivate Listeners Motivate
- More likely to be persuaded if you help them solve More problems or meet needs. problems Use dissonance: dissonance
Information inconsistent with your current attitudes, beliefs, values, and/or behaviors creates cognitive dissonance: a lack of mental harmony. - Sets up listener to want to resolve the dissonance listener - Can play out a number of ways: Discredit the source Discredit Stop listening Seek new information (to negate or refute) Change ABVB Motivate Listeners Motivate
Use listener needs
Self-actualization needs Self-esteem needs Social needs Safety needs Physiological needs Motivate Listeners Motivate
Use negative motivation (a.k.a. fear appeals)
In order to achieve this, speaker must: • Be competent, trustworthy, and respected. Be • Convince the audience that the threat is real and will probably occur unless they take the prescribed action. prescribed Finally, persuasion requires that you successfully establish and use credibility, emotion, and reason. reason • Ethos Ethos • Pathos Pathos • Logos Logos ...
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- Spring '11