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    Art of Persuasion

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    Rajesh Kumar
    This document provides an overview of the key concepts and models related to persuasion. It begins with definitions of persuasion and discusses how it occurs through gentle persuasion or forceful persuasion. It then covers the Yale Communications Model which examines how source factors, message factors, medium factors, and audience factors influence persuasion. Next, it explains the Elaboration Likelihood Model which suggests that persuasion can occur through central or peripheral routes of processing information. The central route involves careful consideration while the peripheral route uses mental shortcuts. Factors that influence the type of processing are also outlined. The document concludes with tips for effective persuasive communication such as establishing credibility, finding common ground, using compelling evidence and language, and connecting emotionally.

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    Art of Persuasion

    Uploaded by

    Rajesh Kumar
    346 views27 pages
    This document provides an overview of the key concepts and models related to persuasion. It begins with definitions of persuasion and discusses how it occurs through gentle persuasion or forceful persuasion. It then covers the Yale Communications Model which examines how source factors, message factors, medium factors, and audience factors influence persuasion. Next, it explains the Elaboration Likelihood Model which suggests that persuasion can occur through central or peripheral routes of processing information. The central route involves careful consideration while the peripheral route uses mental shortcuts. Factors that influence the type of processing are also outlined. The document concludes with tips for effective persuasive communication such as establishing credibility, finding common ground, using compelling evidence and language, and connecting emotionally.

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    This document provides an overview of the key concepts and models related to persuasion. It begins with definitions of persuasion and discusses how it occurs through gentle persuasion or forceful persuasion. It then covers the Yale Communications Model which examines how source factors, message factors, medium factors, and audience factors influence persuasion. Next, it explains the Elaboration Likelihood Model which suggests that persuasion can occur through central or peripheral routes of processing information. The central route involves careful consideration while the peripheral route uses mental shortcuts. Factors that influence the type of processing are also outlined. The document concludes with tips for effective persuasive communication such as establishing credibility, finding common ground, using compelling evidence and language, and connecting emotionally.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    346 views27 pages

    Art of Persuasion

    Uploaded by

    Rajesh Kumar
    This document provides an overview of the key concepts and models related to persuasion. It begins with definitions of persuasion and discusses how it occurs through gentle persuasion or forceful persuasion. It then covers the Yale Communications Model which examines how source factors, message factors, medium factors, and audience factors influence persuasion. Next, it explains the Elaboration Likelihood Model which suggests that persuasion can occur through central or peripheral routes of processing information. The central route involves careful consideration while the peripheral route uses mental shortcuts. Factors that influence the type of processing are also outlined. The document concludes with tips for effective persuasive communication such as establishing credibility, finding common ground, using compelling evidence and language, and connecting emotionally.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 27
    At a glance
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    The document discusses various topics over multiple pages without providing an overt summary. Key elements mentioned include processes, methods, data and analysis.

    The document covers a wide range of topics including processes, methods, data collection, analysis techniques and results across various fields of study.

    Information is organized across pages in a linear fashion, with each page building upon the previous pages without explicit section headers or summaries to delineate topics.

    m 

    
    We will cover in this session/topic

     Definition of persuasion
     How does persuasion
    occur?
     Yale Communications
    Model
     Elaboration Likelihood
    Model
     ! haw with her gentle persuasion is more powerful than
    hor with his hammer. he one melts, the other breaks
    into pieces.´
    - Henry David horeau (1817-1862)
    (American Essayist, Poet and Philosopher)

     !ew are open to conviction, but the majority of men are


    open to persuasion´
    - Johann Wolfgang von Goethe (1749-1832)
    (German Playwright, Poet, Novelist and Dramatist)
     (p to 3000 advertising messages a day!
     Include signs, flyers, scented ads, previews

     Blatant attempts include commercials


     We like to think that we are smart and thus immune
    to their deceit ± but we are not

     Our news programs are evaluated on


    entertainment quality
     Newspaper motto is !if it bleeds, it leads´
    ?  
    

    ] Efforts to change others¶ attitudes


    through the use of various kind of
    messages.
    messages

    ] he art of persuasion is the art of


    finding the best available means of
    moving a specific audience in a specific
    situation to a specific decision
    á
    
     
    
        

    People make their


    decisions based on
        
    
      
    
     
      
    
    
     
     
    
    
    á
    
    [ Hovland, Janis, and Kelly are the main contributors.
    [ Based upon research undertaken to support the (.S.
    Army during WW-II
    [ he question they investigated was:
    !?
     
    
        

    1. Source: Communicator properties


    2. Content: Message properties
    3. Medium: Channel properties
    4. Receiver: Audience properties
    
    
    á
    

    
     
     Creditability
    üExpert
    ü rustworthy

     Appearance
    üAttractiveness
    üLikability
    üSimilarity
    
    
    á
    
    á! 

     á!
     
    Message should appear to be neutral
    Message should appeal to both
    emotion and reason
    Message should be mild to moderate
    fearful and humorous
    Indirect messages are more powerful
    than the direct one
    Message should give an alternative
    
    
    á
    
    á! 
    

    ] 
    
     
    ü One-sided appeal ± Effective with people who already
    agree.
    ü wo-sided appeal ± Better with a contrary audience
    ± (se WEAKS RONG approach
    ] m  !
    A Primacy Effect: Generally first is better, especially
    when an immediate decision is to be made.
    A Recency Effect: ime will fade this effect then the
    most recent argument will become effective
    
    
    á
    
    á! 
    

    "

      

    
    Getting people to agree to a small statement and
    then escalating the request.
    

      "
    Making an initial unreasonable request then
    dropping the request to something the receiver
    would accept.
    
    
    á
    
       

    ] m 
      
    [ Active
    ‡ Participation
    [ Passive
    ‡ Writing
    ‡ Listening
    ] 
    ]
      
    
    
    á
    
    # 

     $!It is more difficult for people to change


    long-held attitudes.
     %  Lower self-esteem more
    vulnerable to persuasive messages.
     ã
    
    ! 
    A person¶s habitual level of
    thoughtfulness.
     á

    
    
    
     
     

    &'
    
    ()

    á
    
    *'(á+   

    *,-.
    A theory suggesting that persuasion can occur in
    either two different ways ± systematic vs.
    heuristic processing, which differ in amount of
    cognitive effort or elaboration they require.
    m '(áá
    $
    ! m 
     

     

    á  
     
    

    
       
    
    
    a Careful processing depends on
    Processing capacity of information in 
    
    
    high message  
    in
    message
    Persuasive
    message
    á       

    
       
     
    
     
     depends on    
    processing Heuristic    
    capacity low processing of which trigger
    information in heuristic processing
    message
    m 
    !  
       !
     
    

        
     !It involves careful
    consideration of message content and ideas

      
    
      
    Attitude
    change resulting from systematic processing of
    information presented in persuasive messages.
    m 
    !  
       !
     
    

       
     !processing of
    information in a persuasive message that
    involves use of simple rules of thumb or mental
    shortcuts
      
    attitude change occur in
    response to peripheral persuasion cues, often
    based on information concerning the expertise
    or status of the persuaders.

     "
    !!'/      
    m '(áá
    $
    ! m 
     

     

     We engage in systematic processing when:


    [ Our motivation is high
    [ Information processing capacity is high
    [ If we have lot of information about the topic
    [ Sufficient time
    [ Issue is sufficiently important to us.
    [ We believe it is essential to form
    accurate view.
    m '(áá
    $
    ! m 
     

     

     We engage in heuristic processing when:


     We lack the ability or capacity to process carefully
     We have little knowledge about the issue
     Motivation is low
     Issue is unimportant to us and has little effect on us.

     Advertisers, salespersons and


    politicians prefer to push us in
    heuristic modes of processing.
    # ! 

     Reactance ± negative attitude change


     orewarning ± prior knowledge of persuasive
    attempt
     Selective avoidance of persuasion attempts
     Actively defending our attitudes
    ( ! !
    It¶s very important to use language that fits the audience you
    are writing for and the purpose you want to achieve.
    Inappropriate language uses can damage your credibility,
    undermine your argument, or alienate your audience
    he following sums up the aspects of language:
    1. Levels of ormality (formal, semi-formal & informal)
    2. In-Group Jargon (Any in-group or specialized language)
    3. Slang and idiomatic expressions (words like „ 
     
    
     )
    4. Biased language (prejudices or gender specific)
    "
        
    
    
    
    )

    ] Establish your credibility


    ] rame your goals in a way that identifies
    common ground with those you intend to
    persuade
    ] Reinforce your positions using vivid language
    and compelling evidence
    ] Connect emotionally with your audience
    $
     
     !
    
      
    

    ] ë
      „
      
    „
        
    
    ] 
    
    „  
    .
    
    .
    ] m
    
     „ 
    
    
    
     
       
    ] ë
    
    
     
    
     
    ë  
    
    $   
    á !
    
    
    
    m
     )0

    ã $  



      $!  $!  
    1
    
    1 Persuasion Case Study - Rocky Group 1, 2 & 3 Case Analysis - ppt
    Mountain Mutual: Promoting
    un or itness?
    2 HBR Paper- How he persuaded Group 4 & 5 Article Review ± ppt.
    his team to leap into future

    3 Chinese Negotiation Group 6 & 7 Article Review ± ppt.

    4 Negotiating with a Customer you Group 8 & 9 Article Review ± ppt.


    can¶t afford to loose

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