1 Persuasion

2 Theories of persuasionagenda Theories of persuasion Motivating listeners Persuasive strategies Adapting to Audience

3 Definition the process of changing or reinforcing attitudes, beliefs, values, or behavior.

4 Key elements attitude is a learned predisposition to respond favorably or unfavorably toward something Represents our likes and dislikes belief is what you understand to be true or false Usually based on past experience, credible/trustworthy person, evidence (sometimes faith) Sun rises in morning, sets at night… value is an enduring concept of right or wrong, good or bad form the basis of your life goals and are the motivating force behind your behavior Understanding what your audiences value can help you to refine your analysis of them and adapt the content of your speech to those values Americans value honesty, trustworthiness, freedom, loyalty, family, marriage, money Attitude: plagiarism Belief: sun rises in morning and sets at nigh, the earth is round Value: Americans value honesty, trustworthiness, freedom, loyalty, family, marriage, money

5 Attitudes Beliefs Values Beliefs: difficult to change but can be done with good evidence Values: deeply inggrained are difficult to change (religious views, political views) For a presentation, values change less frequently, most deeply ingrained, and most difficult to change (religious views, political views) Beliefs are changed with evidence, but still difficult May dislike the president one day because of an action he took, but still believe the country is financially stable, and value democratic government Knowing this helps you to focus your purpose Strengthen behaviors

6 How persuasion works Aristotle’s speaker-centered approachWhen the goal is to persuade, the communicator selects symbols to change attitudes, beliefs, values, or behavior (words and nonverbal messages, including images and music)

7 ethos Appeal to ethical credibilityPresent information that is credible Be ethical Posses good character Have common sense Be concerned for well-being of the audience I want to borrow your car. Trust me, im your friend, I wont do anything bad to your car, im responsible I want to borrow your car. Trust me, im your friend, I wont do anything bad to your car, im responsible

8 Logos “the word” Use rational, logical argumentsReach a logical conclusion by means of good supporting evidence and reasoning Last time I borrowed your car, nothing happened, there was no damage. Even the time before that there were no problems, AND I filled up your gas tank. This time I will do the same Last time I borrowed your car, nothing happened, there was no damage. Even the time before that there were no problems, AND I filled up your gas tank. This time I will do the same

9 Pathos Emotional appealsSometimes our attitudes, beliefs, or values are not based on logic, but rather we hold them because they make us feel positive, energized, or powerful Post-truth If I cant use your car, then I cant make it to my doctors appointment. Friends help friends when they are in need, and I need a friend now. Wants to make you behave in a way that will make you feel positive about yourself when you lend him the car If I cant use your care, then I cant make it to my doctors appointment. Friends help friends when they are in need, and I need a friend now. Wants to make you behave in a way that will make you feel positive about yourself when he lend him the car

10 Elaboration likelihood model (ELM)Audience-centered approach Instead of how you craft a message, focus is on how audience interprets messages

11 ELM Direct persuasion route: you elaborate on a messageElaborate: to think about the information, ideas, or issues related to the content of the message you hear) Make thoughtful decision based on logic, reasoning, evidence, arguments Indirect persuasion route: influenced by the peripheral factors of the message and messenger Without critical thinking skills, you gain an overall impression of what the speaker says and how he says it Catchy music, enthusiasm, appearance, good story-teller

12 Combined theories

13 How to motivate your listeners

14 motivation What motivates people to respond to persuasive messages?Restore balance and avoid stress Avoid pain Increase pleasure

15 4 Strategies Cognitive dissonancePersuasion works when audience is motivated to respond Cognitive dissonance Listener’s needs Positive motivation Negative motivation

16 Need to preserve the environment Aerosol sprays and CFC’s Cognitive dissonance when you are presented with information that is inconsistent with your current attitudes, beliefs, values, or behavior, you become aware that you have a problem, and you experience a kind of discomfort Identify a problem Create dissonance Offer a solution to restore balance Need to preserve the environment Aerosol sprays and CFC’s Stop using or use new product Cigarette smokers and unhealthiness. Restore balance by stopping smoking or rejecting that it is unhealthy

17 Speaker reaction Listener response Try to discredit youCognitive dissonance Speaker reaction Listener response Try to discredit you Reinterpret your message Seek other information Stop listening Are persuaded Be competent and trustworthy Keep clear message Provide convincing evidence Make message interesting Reinforce their decision

18 Self Actualization Esteem Social Safety / Security PhysiologicalListener’s needs Self Actualization Esteem Social Safety / Security Someone who needs a new car is more likely to buy one than someone just looking and imagining how cool it would be to drive the new model Physiological

19 Safety: often used for scare tactics Insurance companies Listener’s needs Physiological: if listeners are hot, tired, hungry, thirsty, etc they will be more difficult to persuade to vote for a candidate Safety: often used for scare tactics Insurance companies Social: can persuade to support an issue because other people are doing it Reference groups Self-esteem: desire to think well of ourselves Advertisers encourage us to believe we will be noticed and liked by others if we buy a product Self-actualization: fully realize your highest potential Calls to be the best and brightest

20 Emphasize BENEFITS, not features of solution Positive motivation statements suggesting that good things will happen if the speaker’s advice is heeded Emphasize BENEFITS, not features of solution Example: you should take a course in public speaking so you can speak well in public, or because it will increase your prospects of getting a good job.

21 Negative motivation People seek to avoid pain and discomfort, so they will be motivated to support what a speaker advocates if they are convinced that bad things will happen to them unless they do. Fear appeals Example: You need to prepare for a big natural disaster by creating an emergency stockpile of water, food, and gas for your car, so you are not left hungry or unable to evacuate.

22 Fear Appeals If-then: if you don’t do this, then awful things will happen to you (need will not be met) Threaten loved ones: seat belts Emphasize your credibility Make the threat real: Last year, thousands of smokers developed lung cancer and died. Unless you stop smoking, there is a high probability that you could develop lung cancer, too Make the threat scary Provide a solution to the fear-inducing problem Empower your listeners to act

23 Using persuasive strategies“Persuasion is the process of adjusting ideas to people and people to ideas.” -- Donald C. Bryant

24 Using persuasive strategies: credibilityCredibility: audience’s perception of speaker’s competence, trustworthiness, knowledge, and dynamism

25 Credibility: Key elementsCompetence: is the speaker informed, skilled, or knowledgeable on subject Trustworthiness: demonstrate you have experience dealing with the issues discussed; downplay any direct benefit to yourself Dynamism: energy and charisma that is projected through your delivery

26 Phases of Your CredibilityInitial Derived Terminal Initial credibility: before you begin speaking Entrance, appearance Derived credibility: audience’s perception of speaker after they meet and as he/she presents him/herself Common ground Evidence Organization Delivery Terminal: lasting impression Conclusion with eye contact; question and answer

27 Using persuasive strategies: Logic and evidencePresent evidence  use reasoning and logic to lead audience to a conclusion Evidence Data Stories (hypothetical and real) Pictures Case Studies Testimony (expert and peer) Past Experiences Comparisons/Contrasts Explanations

28 Structuring Arguments with Logical ReasoningInductive Deductive Causal

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30 Specific General inductiveReasoning that arrives at a general conclusion from specific instances or examples When tougher drug laws went into effect in Kansas City and St. Louis, drug traffic was reduced. The United States should therefore institute tougher drug laws because they will decrease drug use nationwide

31 General Specific Reasoning from a general statement or principle to reach a specific conclusion Instituting tough drug lawsin medium sized communities results in diminished drug-related crime. San Marcos,Texas, is a medium-sizedcommunity. San Marcos should institute tough drug laws in order to reduce drug-related crimes Deductive

32 Causal Relate two or more events in such a way as to conclude that one or more of the events caused the others Cause  Effect Effect  Cause Since the 70-mile-per-hour speed limit was reinstated, traffic deaths have increased. The increased highway speed has caused an increase in highway deaths.

33 Using logic and evidence: use it effectivelyCredible: sources that are trustworthy, knowledgeable, unbiased Cite it: according to… Novel / New Not only recent, bus something audience hasn’t heard before Specific “Many people will be hurt if we don’t do something now to stop global climate change” Who, how many, what exactly will happen 50% of marriages end in divorce

34 Using logic and evidence: avoid faulty reasoningCausal fallacy: Simply because one event follows another does not mean that the two are related Bandwagon fallacy: if everyone believes it… Either/or fallacy: assuming only two approaches to a problem Hasty generalization: reaches a conclusion from too little evidence or nonexistent evidence

35 Using logic and evidence: avoid faulty reasoningAd hominem: attacking irrelevant personal characteristics about the person who is proposing an idea rather than attacking the idea itself Red herring: when someone attacks an issue by using irrelevant facts or arguments as distraction Gun control: real problem is not handguns, it is pawn shops run by the mafia Appeal to misplaced authority: Using celebrities to promote a product or idea when they are no expert Non sequitur You should endorse me for Congress, because I have three children

36 Using emotion to persuade

37 Emotion to persuade: examplesMartin Luther King, announcing his vision of brotherhood and equality at the Lincoln Memorial in 1963, extolled, “I have a dream!” General Douglas MacArthur, in announcing his retirement before a joint session of Congress, April 19, 1951, closed his speech with “Old soldiers never die; they just fade away. And like the old soldier of that ballad, I now close my military career and just fade away.” President Ronald Reagan, in his 1986 speech to help a grieving nation cope with the death of the space shuttle Challenger crew, said, “The crew of the space shuttle Challenger honored us by the manner in which they lived their lives. We will never forget them, nor the last time we saw them, this morning as they prepared for their journey and waved goodbye and “slipped the surly bonds of earth to touch the face of God.”22

38 Emotion to persuade: emotional response theoryEmotional responses classified along 3 dimensions Pleasure to displeasure: does stimuli make you happy or sad Arousal to nonarousal: are you interested and alert, or bored and indifferent Dominance to powerlessness: feeling important and powerful, or insignificant and weak Use these kinds of appeals to reach your goals: if you want to ban the death penalty, arouse feelings of displeasure Soft drinks and beer commercials use sexy people, keep you interested, everyone having a good time Tampon commercials and female empowerment

39 Emotion to persuade: tipsUse concrete examples. Use emotion-arousing words Mother, flag, freedom, God Use nonverbal behavior and visual images. Use appropriate metaphors and similes. Use appropriate fear appeals. Appeal to a variety of emotions Hope: “The only thing we have to fear is fear itself” and “Yes, we can” Courage: “give me liberty, or give me death” Tap into shared myths a belief held in common by a group of people and based on their values, cultural heritage, and faith Dying for our freedom Use emotional appeals ethically.

40 Adapting to your audience

41 Adapting to your audience: The receptive audienceIdentify with your audience Establish common ground: just like most of you, I struggle to pay my way through college. That’s why I support expanding the campus work-study program. Clearly state your speaking objective Tell your audience exactly what you want them to do Ask listeners for an ımmediate show of support Cement and reinforce Use emotional appeals effectively Typically more than logical evidence Make ıt easy for your listeners to act

42 Adapting to your audience: The neutral audienceCapture your listeners’ attention early in your speech Refer to beliefs that many listeners share Relate your topic not only to your listeners, but also to their families, friends, and loved ones Maybe they don´t care, but would care about effect on their kids Be realistic about what you can accomplish Don’t overestimate or sensationalize

43 Adapting to your audience: The unreceptive audienceDon’t ımmediately announce that you plan to change their minds Makes audience defensive immediately Begin your speech by noting areas of agreement before you discuss areas of disagreement (common goal) Don’t expect a major shift in attitude from a hostile audience Don´r expect to change the world right away Acknowledge the opposing points of view that members of your audience may hold If they feel you understand them, easier to persuade Establish your credibility Consider making understanding rather than advocacy your goal AIDS

44 Refutation: overcoming objectionsIdentify objections to your position that your listeners might raise and then refute or overcome those objections with arguments and evidence Objection: If doctors know I’m an organ donor, they won’t work as hard to save me. Refutation: Doctors pledge, as art of their Hippocratic oath, that saving your life is paramount. Furthermore, a patient must be declared brain dead before their organs may be taken Objection: If I donate my organs, my family will be charged for the surgical costs. Refutation: If you donate your organs, there will be no charge to your family Objection: I can’t donate my organs because I am too old. Refutation: There is not specific age cut-off for organ donation. The final decision is based on overall organ health, not age

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46 Central Idea and Proposition statementCentral Idea: one-sentence summary of your speech Proposition: statement with which you want the audience to agree All students should be required to take a foreign language Organic gardening is better for the environment than gardening using chemicals The US should not provide economic aid to other countries

47 Central idea and propositionstatementProposition of Fact: A statement that focuses on whether something is true or false When women joined the military, the quality of the military improved. Adults who were abused as children by their parents are more likely to abuse their own children. Global climate change is not occurring in our atmosphere.

48 Central idea and proposition statementProposition of Value: A statement that either asserts that something is better than something else or presumes what is right or wrong or good or bad. It is wrong to turn away immigrants who want to come to the United States. Communication is a better major than home economics. A private-school education is more valuable than a public-school education. It is better for citizens to carry concealed weapons than to let criminals rule society.

49 Central idea and proposition statementProposition of Policy: A statement that advocates a specific action—a change in policy, procedure, or behavior. The Gifted and Talented Program in our school district should have a full-time coordinator. Our community should set aside one day each month as “Community Cleanup Day.” Senior citizens should pay for more of their medical costs.

50 Today Purpose: Central Idea \ Proposition: Main points: ProblemSolution Benefits