PERSUASION

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PERSUASION

• COM
• 104

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WHY?
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GOAL OF PERSUASION

• IMPACT
• CHANGE
• REINFORCE

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GOALS OF PERSUASION

• Adoption
• Discontinuance
• Deterrence
• Continuance

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Values
Beliefs
Attitudes
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DETERMINED BY

• All levels of audience analysis
• Attitude scale
• Strongly agree Strongly disagree
• 1 2 3 4 5 6 7
• Ego-involvement
• Strongly involved Not involved
• 1 2 3 4 5 6 7

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WHY?
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Approaches to Motivation

• Rewarded Behavior
• Hierarchy of needs

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MASLOWS HIERARCHY OF NEEDS
Self actualization Esteem Social Safety
and security Physical
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WHY?
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Approaches to Motivation

• Rewarded Behavior
• Hierarchy of needs
• Group Identification
• Self-image
• security
• knowledge
• power, prestige, accomplishments
• aesthetics
• love

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WHY?
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MOTIVATIONAL APPEALS

• Physical
• what is good for body
• Logical
• credibility of you, your sources
• Emotional
• fear, sorrow, excitement, etc.
• Peer
• if you love, then....

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MARKETING

• All of these concepts plus
• Consumer behavior
• previous buying habits
• associated buying habits, based on education,
  income, etc.
• predicted buying habits
• Personal Qualities
• honesty, knowledge, belief in topic,
  friendliness, enthusiasm, humor, stability,
  appearance

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HOW TO PRESENT

• One-sided
• if audience agrees, in favor
• Two-sided
• if audience disagrees, unknown
• stress the right of your side

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DETERMINED BY

• All levels of audience analysis
• Attitude scale
• Strongly agree Strongly disagree
• 1 2 3 4 5 6 7
• Ego-involvement
• Strongly involved Not involved
• 1 2 3 4 5 6 7

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DEBATE CONCEPTS

• Wants
• Needs
• Advantages

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ORGANIZATION

• Order of arguments
• one, two sided
• refute counterarguments
• familiar or novel
• problem solving
• cause-effect