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PERSUASION

Monirba {Allahabaduniversity}Supported by Manish

kanojia (MBA III sem}

BY- MANISHKANOJIA

MBA IIIrdSem.

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INTRODUCTION Persuasion is the process of changing or

reinforcing attitudes, beliefs or behaviour ofa person.

People respond to persuasive message intwo ways :

a) Thoughtfully

b) Mindlessly

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MEANING

Persuasion is the process of changing orreinforcing attitudes, beliefs or behavior

of a person. Persuasion is largely dependent upon the

attractiveness of the speakers and reaction ofthe listeners.

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DEFINITION

Definition according to Bettinghaus : a conscious attempt by one individual

to change the attitudes, beliefs or the behaviorof another individual or group of individualsthrough the transmission of some message.

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Cont

Definition according to McGuire:

changing peoples attitude andbehaviour through the spoken and writtenwords.

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Cont.

Definition according to Oxford dictionary:

The act of persuading somebody todo something or to believe something.

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THEORIES

SYSTEMATIC versus HEURISTICPROCESSING :

A) S.P : Processing of information in apersuasive message that involve carefulconsideration of that message content and ideas.

B) H.P : Processing Of information in apersuasive message that involve the use of simpleof simple rule of thumb or mental shortcuts.

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PERSUASIVE MESSAGE

S.P H.P

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Tedeschi Theory

This theory describes common assumptionof four constituency theories:

Balance

congruity

Psycho-logic

Cognitive dissonance

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Fishhein and ajzen Theory

This theory argues that persons behaviouralintentions can be predicted by a weightedcombination of their attitude toward a

behaviour and their perceptions of significantother expectations (subjective norm).

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POWER OF PERSUASION

A functional model of powerfully effective ,and persuasive communication. It does notmatter what domain of skill a person has, this

model will improve his or her ability tocommunicate effectively regardless of thecontext.

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MODEL

Attitude at the level of conviction.

Value system.

Beliefs or presuppositions.

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PROCESS OF PERSUASION

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ASSUMPTIONS

People are inherently brilliant.

People can learn to do anything they want to doeasily.

When selling a product , targeting people whoare already interested in that product makesense.

There is no resistance, only feedback.

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HOW TO PERSUADE

a)Being persuaded : Applies to situations where behaviour has

been modified by symbolic transactions(message) which are sometimes , but notalways , linked with coercive force and whichlink to the reasons and emotions of the persons

being persuaded.

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