The Art of PersuasionThe Art of Persuasion

We will cover in this session/topic

Definition of persuasion

How does persuasion occur?

Yale Communications Model

Elaboration Likelihood Model

“Thaw with her gentle persuasion is more powerful than Thor with his hammer. The one melts, the other

breaks into pieces.”   - Henry David Thoreau (1817-1862)

(American Essayist, Poet and Philosopher)

“Few 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)

Up 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”

What is Persuasion

Efforts to change others’ Efforts to change others’ attitudes attitudes through the use of various kind of messagesmessages.

The 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

Most important fact: People persuade themselves

People make their decisions based on what the facts mean to them, not on the facts themselves.”

How Does Persuasion Occur?

1. Yale Communications Model Hovland, Janis, and Kelly are the main

contributors. Based upon research undertaken to support

the U.S. Army during WW-II The question they investigated was:

“Who said what to whom with what means”

1. Source: Communicator properties2. Content: Message properties3. Medium: Channel properties4. Receiver: Audience properties

Yale Communications Model….

1. Source variables

CreditabilityExpertTrustworthy

AppearanceAttractiveness LikabilitySimilarity

Yale Communications Model….Message variables

Message ContentMessage should appear to be neutralMessage should appeal to both emotion and reasonMessage should be mild to moderate fearful and humorous Indirect messages are more powerful than the direct oneMessage should give an alternative

Yale Communications Model…. Message variables cont….

Communication CharacteristicsOne-sided appeal – Effective with people who already

agree.Two-sided appeal – Better with a contrary audience

– Use WEAKSTRONG approach

Timing• Primacy Effect: Generally first is better,

especially when an immediate decision is to be made.

• Recency Effect: Time will fade this effect then the most recent argument will become effective

Yale Communications Model…. Message variables cont….

Foot in the DoorGetting people to agree to a small statement and then escalating the request.

Door in the FaceMaking an initial unreasonable request then dropping the request to something the receiver would accept.

Yale Communications Model…. Channel variables

Type of channel Active

• Participation Passive

• Writing • ListeningSpeed deliveryPowerful

speech

Yale Communications Model…. Receiver Characteristics

Age: It is more difficult for people to change long-held attitudes.

Self-esteem: Lower self-esteem more vulnerable to persuasive

messages.Need for cognition: A person’s habitual

level of thoughtfulness.Mood

How Does Persuasion Occur?

2. Elaboration Likelihood Model (ELM) – Petty and Cacioppo (1986)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.

The ELM Model: A Cognitive Theory of Persuasion

Persuasive message

Message important:

Processing capacity high

Central RouteCareful processing of information in

message

Attitude change depends on strength of

arguments in message

Message unimportant;

processing capacity low

Peripheral Route

Heuristic processing of information in

message

Attitude change depends on presence of persuasion cues, which trigger heuristic processing

The cognitive processes underlying persuasion….

Systematic processing: It involves careful consideration of message content and ideas

Central route to persuasion: Attitude change resulting from systematic processing of information presented in persuasive messages.

The cognitive processes underlying persuasion….

Heuristic processing: processing of information in a persuasive message that involves use of simple rules of thumb or mental shortcuts

Peripheral route: attitude change occur in response to peripheral persuasion cues, often based on information concerning the expertise or status of the persuaders.

For e.g. “Experts statements can be trusted”

The ELM Model: A Cognitive Theory of Persuasion

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.

The ELM Model: A Cognitive Theory of Persuasion

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.

Resisting Persuasion

Reactance – negative attitude changeForewarning – prior knowledge of

persuasive attemptSelective avoidance of persuasion

attemptsActively defending our attitudes

Language

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

The following sums up the aspects of language:1. Levels of Formality (formal, semi-formal & informal)

2. In-Group Jargon (Any in-group or specialized language)

3. Slang and idiomatic expressions (words like cool, "something smells fishy")

4. Biased language (prejudices or gender specific)

Four steps in persuasive communication at work

Establish your Establish your credibilitycredibility Frame your goals in a way that identifies Frame your goals in a way that identifies

common ground common ground with those you intend to with those you intend to persuadepersuade

Reinforce your positions using Reinforce your positions using vivid vivid language language and compelling evidenceand compelling evidence

Connect Connect emotionallyemotionally with your audience with your audience

Avoid the four big errors of persuasion

Attempting to make your case with an up-Attempting to make your case with an up-front hard sellfront hard sell

Resisting compromiseResisting compromise. . Thinking the secret of persuasion lies in Thinking the secret of persuasion lies in

presenting great argumentspresenting great arguments Assuming persuasion is a one-time effortAssuming persuasion is a one-time effort

Assessment Assessment PlanPlan

Assesment Plan for Managerial Communication Course

Total marks: 15

S. N. Assessment Components

Assigned Group

Assignment

1 Persuasion Case Study - Rocky Mountain Mutual: Promoting Fun or Fitness?

Group 1, 2 & 3

Case Analysis - ppt

2 HBR Paper- How he persuaded his team to leap into future

Group 4 & 5 Article Review – ppt.

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

4 Negotiating with a Customer you can’t afford to loose

Group 8 & 9 Article Review – ppt.