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Speaking to Persuade

Persuasion

Definition: art of convincing people to adopt your point of view.

Psychology: Taps into audience attitudes, beliefs,

and values (impediments) Uses a specific strategy pertaining to

the objective

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Engage the Audience

Audiences process what they hear and think and how they feel/respond

More involvement = higher persuasive power

Consider their needs/prior knowledge Reinforce Correct Educate (fill in the gaps)

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Aristotle’s Approach

Ethos Ethical Credible

Logos Logic Reasoning

Pathos Emotions

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© design Alan Chapman 2001-7, based on Maslow’s Hierarchy of Needs

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Maslow’s Hierarchy of Needs

Esteem needsachievement, status, responsibility, reputation

Self-actualization personal growth and fulfilment

Belongingness and Love needsfamily, affection, relationships, work group, etc.

Safety needs protection, security, order, law, limits, stability, etc.

Biological and Physiological needsbasic life needs - air, food, drink, shelter, warmth, sex, sleep, etc.

Cognitive Dissonance

Definition: Theory that people strive to solve

problems to manage stress/tension in a way that is consistent with their beliefs, values, and morals.

Speaker goal: Create cognitive dissonance in

audience

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Creating and Relieving Cognitive Dissonance Identify existing problem or need that

audience will agree with Need to maintain the environment Effect of aerosol sprays on the environment

Deplete the ozone layer Exposes us to sun’s harmful rays

Convenience of aerosol sprays Audience wants both dissonance Provide solution that meets both needs:

pump sprays

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Whom to Target

Those you most want to reach Not yet decided Against your idea Already in agreement Hostile

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Conduct Audience Analysis

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Three Dimensions Demographics

Individual characteristics Group characteristics

Psychological Previous knowledge Beliefs Attitudes

Contextual When and where? Why are they here?

Demographics Age Gender Race, culture, ethnicity Profession Religion Educational level Relevant qualities/interests Homogeneous/heterogeneous (size, too) Self: similarities/differences

Psychology

What are they thinking? Previous knowledge vs. knowledge needed Knowledge desired vs. knowledge needed Familiar terminology Familiar concepts, processes, tools

Who knows more? You? Them?

Context Voluntary vs. mandatory attendance? Current climate

Midterm exams Flu season Company layoffs

Audience expectations of style Dress Time of day Obstacles or distractions in room

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Contending with Opposition

Directly refute arguments with facts

Use a persuasive strategy

Persuasive Strategies

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Speeches on Questions of Fact

Correct facts/Debunk myths Topical or spatial arrangement “Not all doctors can treat your

condition” DC vs. MD vs. DO

Education Scope of treatment

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Speeches on Questions of Values

Address attitudes and values Change or reinforce current beliefs of

right/wrong or good/bad Requires evidence Topical “Aerobics is the best form of exercise.”

Definition Health benefits Types of aerobic exercise

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Speeches on Questions of Policy

Urge actions and support of policies Uses the word “should” and

answers question: “What should be done about . . .?”

Can be passive: Attain agreement Can be active: Gain immediate

action

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Persuasive Strategies

Monroe’s Motivated Sequence Problem/Solution Statement of Reasons Comparative Advantage

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Monroe’s Motivated Sequence

Attention: Grab audience’s attention at the beginning of your introduction.

Need: Show audience that there is a serious problem that needs action.

Satisfaction: Satisfy the need by presenting a solution and show how your solution works.

Visualization: Paint a picture of results. Help listeners visualize the positive impact. Show how they will personally benefit, if possible.

Action: Request specific action from your listeners. Be specific!!

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Problem/Solution

Useful in questions of policy Demonstrate that the problem

exists Facts Statistics Extent Relation to audience

Present solution

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Statement of Reasons

Used when audience is already favorable or interested

State purpose of presentation State central idea or main point Support central idea with reasons

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Comparative Advantage

Used when audience agrees a problem exists but disagrees on the solution

Show advantages of your solution Compare your solution with others proposed Demonstrate why your solution is superior

Use facts, evidence, reasoning, statistics, etc. Paint a picture of the future

Tips

Hostile audience: change topics Audience in agreement: reinforce

and move to action Audience on the fence or

disagrees/against: wow them with evidence, reasoning, and vivid images

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Conditions Necessary to Persuade

Audience perceptions Credible speaker Quality evidence Logical reasoning Emotional involvement

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Five Dimensions of Speaker Credibility

Competence Composure

Speaker credibility

Sociability Trustworthiness

Extroversion

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Types of Credibility

Initial

Derived

Terminal

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Building Credibility

Speak from conviction Be yourself Use quality information and

sources Show interest in the audience Maintain your composure

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Using Evidence Less credibility—More evidence needed Use facts that anticipate audience

disagreement, argument, or apathy Tips:

Be specific/concrete Be novel Use credible sources Tie evidence to specific point (draw

conclusion for the audience)

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Reasoning:

The art of drawing a conclusion based on sound evidence.

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Types of Reasoning

From specific instances (inductive) From principle (deductive) From cause From analogy

Fallacies of Reasoning

Can persuade if people do not recognize

Can completely eliminate credibility if people do recognize

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Appealing to Emotions (e.g., fear, compassion, pride, anger, guilt, etc.)

Using words that provoke strong feelings Increasing likelihood of audience reaction Enhancing emotional appeal

Use emotional language to produce desired emotion in audience

Develop vivid examples and images Be sincere; use nonverbals

Voice Eye contact

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Ethics and Emotional Appeals

Must use appeals honestly Must be coupled with reason Must avoid name-calling and

abusive language