USING MODERN PERUASION THEORYIN PROFESIONAL COMMUNICATION

PERSUASION STARTERS IT IS: CHANGE IN ATTITUDES, BELIEFS AND

VALUES USING COMMUNICATION. NOT COERCION.

NOTHING NEVER HAPPENS. SOMETHING ALWAYS HAPPENS.

PERSUASION IS EVERYWHERE.PERSUASION IS INCREMENTAL.NOTHING WORKS ON EVERYONE IN EVERY

SITUATION

MORE STARTERS

THREE STAGES: NEED ALL OF THEM.ATTENTIONCOMPREHENSIONYIELDINGWARNING OF PERSUASION. YOU ARE ALWAYS

JUST TRYING TO SHARE INFORMATION AND HELP, NOT PERSUADE.

ELM

1. People want to hold correct beliefs and attitudes. 2. Motivation to elaborate (think) varies with individuals

and situations. People conserve cognitive resources. 3. Variables can impact persuasion: a. Persuasive arguments: reasons, evidence,

logical connections. b. Peripheral cues: images, speaker, previous

positions, mental shorthand, etc. c. Extent & direction of elaboration (thinking):

biased vs. objective.

MORE ELM

4. Persuasive arguments: the central route a. Personal relevance b. New information c. Comprehension and understanding d. Objective elaboration 

MORE ELM

5. Peripheral cues: the peripheral route a. Source focus b. Intangibles/Associations c. Images/symbols d. Confusion, lack of comprehension and

understanding. e. Biased elaboration f. Repetition

MORE ELM

6. Elaboration: a. Extent determined by motivation b. Biased elaboration: low motivation c. Objective elaboration: high

motivation  7. Central trades off with peripheral

LAST ELM

8. Central route persuasion has: (but is harder to get)

a. More persistence b. More behavioral change c. More resistance

TRIGGERING ROUTE

STEPS TO FOLLOW:1. EVALUATE THE PERSUASION SITUATION -

MOTIVATION, KNOWLEDGE, PERSONAL RELEVANCE.

2. SELECT THE ROUTE TO TRIGGER - CENTRAL OR PERIPHERAL

CHOOSE PERIPHERAL

Choose PeripheralLevel of Motivation LowPersonal Relevance LowPrevious Knowledge Use ItOpinion of Speaker - High is Essential

CHOOSE CENTRAL

Level of Motivation – High is good, increase itPersonal Relevance – High is good, increase itPrevious Knowledge – Promise new

informationOpinion of Speaker – Useful, but as evidence

TRIGGER CENTRAL

Personal relevance for motivation – EARLY!New informationArguments, evidence, logicClear explanationCognitive involvementUse of source as a logical argument

TRIGGER PERIPHERAL

Source focus Intangilbles and associations Use existing beliefs-biased elaboration Use images and symbols Use strategic confusion Repetition

CENTRAL MESSAGE

Organize into major argumentsEach major argument should have reasoning,

explanation, evidenceEmphasize how it impacts the audience early

in the speechPoint out new information, promise new

information early in the speech

PERIPHERL MESSAGE

Entertaining, mildly distractingAppeal to biases and social normsUse expertness

SEQUENTIAL TECHNIQUESUSING THE MATTERN OF COMMUNICATION

WHEN TO USE IT?

Mostly in interpersonal interactions, not as effective with institutional persuasion.

BUT, when dealing with individuals in a institutional setting it may work well.

1- PRE-GIVING

Act nice towards them, giving them something in advance.

Two people, in a study, brought in a free soda, bought more raffle tickets.

Let us press your suit while you shop.Must seem unconditional and not a bribe.

2 – FOOT IN THE DOOR

Small request first, that goes well, and a bigger one later.

Creates a good relationship, self-perception validated, then they have to live up to it.

First request must not be too big. First request must be pro-social Same person makes both requests Label them as a good person. Blood donor badge. Works better with those who value consistency

3 – FOOT IN MOUTH

Have a positive interaction with them before you make request. How are you? Beautiful day!

More likely to ne positive after a positive interaction.

Talk to them first, establish yourself as an individual like them.

Works well on cold calls.

4 – ASK FOR THE STARS

Ask for too much and then work down. Youth counseling example – 15 hours week becomes

“take kids to the zoo.” Do not want to appear unreasonable. You made a concession, thy should a well. Request large enough to be rejected, but not too large

to offend. Brief delay between two requests Same person makes both requests.

5 – SWEETEN THE DEAL

But wait, there is more (before you complete the deal)

Small cakes being sold. One group also told after a few seconds they get free cookie also.

Makes the deal sound better.Do not start too high. They respond to your pro-social behavior, and

the deal sounds better as it has a comparison.

6 - LOWBALL

You offer a really good deal, then the deal changes – not include x or y.

They decide they want it, imagine having it, and then the deal changes, but they already want it.

Credit card rates – teaser rates then rates go up. They stick with the credit card.

College admissions in the US – extra charges, but you don’t want to change your decision.

7 – BAIT AND SWITCH

You get them excited about a deal, and then it changes.

They are there to buy, have decided to buy, and do not want to change.

Airlines, vacations. Oh, we are all sold out of that, but we have X at a higher price.

Difference must not be too big.

REMEMBER

Each audience is different.Each person is different.Have target group in an audience – those you

can influence. Ignore those who already agree. Ignor those who will never agree.Focus on those you can actually persuade.

PERUASION IS POWER

Only use it for good.Bad uses hurt you over time.Unethical practice only work once.Reputation is priceless.Best persuasion is when they conclude you

helped them.