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Apr2_Persuasion - What is persuasion To To inform...

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Unformatted text preview: 4/8/2010 What is persuasion? To To inform Persuasive Presentations – Increase the number of options (the more you know) To To coerce – To eliminate or exclude options To To persuade – To limit the options that are perceived as acceptable Types of Persuasive Messages Types of Persuasive Messages Presentation Presentation to convince Presentation Presentation to actuate – You want your audience to agree with your way of thinking – Useful when your audience initially disagrees with you – You want your audience to take a particular action Persuasion: Theory Persuasion: Theory Cognitive Cognitive Dissonance – Deals with attitude change – We like consistency and balance – Attitude change can occur when information creates inconsistency – We avoid dissonance-creating situations dissonance- Do Do something they haven’t been doing Continue Continue doing something Stop Stop doing something Never Never start doing something Elaboration Elaboration Likelihood Model – When evaluating arguments, please either use: Central Central route – elaborate carefully and critically Peripheral Peripheral route – decide quickly using little critical thinking – Elaboration can lead to attitudes that are difficult to change 1 4/8/2010 Persuasion: Theory Central Central Route – Used if audience is involved and interested, and have the ability to process info – What should you do? Use wellUse well-supported logic and evidence Present Present both sides of the issue Persuasion in Business Depends Depends on Four Main Factors: – The evidence and logic of the message – The credibility of the persuader – The psychological needs of the listeners – The opinions held by key people in the audience Evidence & Logic of the Message Interesting Interesting things to note about evidence and logic (pg. 401) Chapter Chapter 14 gives A LOT of details on how to cite evidence, when to use it (in and outside the organization) Persuasion: Theory Peripheral Peripheral Route – Used if audience isn’t involved or interested – They will focus on their senses and cues like speaker’s credibility or attractiveness – What should you do? Focus Focus on catchy visuals, narratives, personal experiences Organize Organize with rhymes or acronyms Evidence & Logic of the Message Evidence Evidence – Factual statements and opinions originating from a source other than the speaker Logic Logic – Connects the various pieces of evidence in a meaningful and persuasive argument Credibility of the Speaker Factors: Factors: – Trustworthiness – Competency – Dynamism – Objectivity – Organizational Rank 2 4/8/2010 Psychological Needs of Listeners Organizational Strategies It It isn’t evidence if the audience doesn’t think it’s evidence Must Must get audience to relate personally to your evidence – to find it’s important to their needs Claim Claim Pattern Causal Causal Pattern ProblemProblem-Solution Pattern Criteria Criteria Satisfaction Pattern Comparative Comparative Advantages Pattern Claim Pattern Claim Pattern - Example Similar Similar to topical arrangement – but the language is definitely persuasive I. Prison spending costs society over $20 billion each year II. Much of this expense goes to provide recreational equipment and services that even many taxpayers can’t afford III. In addition, civil lawsuits filed by inmates are clogging federal and state courts. IV. Claim #1 II. Claim #2 III. Claim #3 I. It’s time to end the resort status of American prisons. Causal Pattern Cause II. Effect III. Solution or Action I. Challenge Challenge is proving that the cause-effect causerelationship is real, not coincidence Causal Pattern - Example The overwhelmed, pressured feeling that Americans have is caused by the complexity of our society I. A. B. C. D. Population growth Expanding volume of knowledge Mass media and electronic growth Overabundance of choices II. As complexity increases, these pressured feelings will turn into feelings of overwork and total exhaustion. III. It’s not too late to take control of your life. 3 4/8/2010 ProblemProblem-Solution Pattern Problem II. Solution III. Benefits or Action Prob/Sol Pattern - Example I. The magnitude and consequences of hidden hunger still devastate a large proportion of the world’s population. II. Hunger can be abolished as a public health problem in the world if we are willing to take the required actions. III. I. Conquering hunger will release human potential for creating better societies. Begin Begin with a detailed discussion of the problem, seriousness and its effect Comp. Adv. Pattern - Example ComparativeComparative-Advantages Pattern I. II. Plan X is ineffective (or average) Plan Y is superior (or far better) I. Only Only a brief mention of the problem is needed in the introduction Go Go on to support this claim with evidence II. Criteria Satisfaction Pattern I. II. The current method of giving aid to Russia in the form of cash grants, loans, and credit guarantees isn’t working. Bartering, a concept Russia is very familiar with, is a much better way of providing aid to Russia. Criteria Satisf. Pattern - Example Any plan must meet the following necessary criteria: Solution X does (or does not) meet the criteria I. Only Only a brief mention of the problem is needed in the introduction II. Any health care plan should be measured against six fundamental principles: Go Go on to list criteria The health care plan designed by the National Health Care Reform Task Force meets all six of these fundamental principles. 4 4/8/2010 Monroe’s Motivated Sequence Especially Especially useful when requesting action from an audience Involves Involves five steps – – – – – Team Presentations Attention Need Satisfaction Visualization Action Effective Team Presentations Have Have three characteristics: – Well-organized, well-supported, smoothWellwellsmoothflowing content – Creative, professional, and well-used visual wellaids – Smooth, polished, and dynamic team performance 5 ...
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