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The Power to Persuade BPOC Fall, 2012 Marilyn Shaw, Instructor •What is Persuasion? •Is Persuasion good or bad? Why or Why not? Defined • Persuasion is communication intended to influence choice. • To persuade is to limit the options that are perceived as acceptable • There is no force or trickery in persuasion Four Theories to Persuasion Information-Integration Theory • Basic Approach – The way people accumulate and organize information (about a situation, event, person, or object) can result in change). Attitude s are affected by the valence (+, -) of information received. • Respected Theorist – Martin Fishbein(1975)—A person’s intention to change behavior is determined by; their attitude toward the behavior times the strength (weight) of that attitude plus beliefs about what others think they should do times the strength of these other options. Consistency Theories • Basic Approach—because people prefer consistency and balance and feel threatened by inconsistency , attitude change can occur when information creates inconsistency. • Theorists—Festinger( 1957), theory of cognitive dissonance. Dissonance (inconsistency) creates stress and tension in people, which causes the to (1) seek to reduce the dissonance (2) avoid other dissonance-creating situations Elaboration-Likelihood Theory • Basic Approach—elaboration likelihood involves the probability that listeners will evaluate arguments critically (Littlejohn 2002) • Theorists—Richard Petty and John Cacioppi (1986) When evaluating arguments, people either use the central route (elaborate carefully and critically) or the peripheral route (decide quickly using little critical thinking). For motivated and able people, elaboration leads to attitudes that are resistant to change. Social Judgment Theory • Basic approach—People use internal anchors (past experiences) as reference points when making judgments about messages (Littlejohn, 2002, pp130-132). Anchors are more likely to influence • Theorist—Sherif, 1965). A person’s ego involvement determines messages that are acceptable (latitude of acceptance), totally unacceptable (latitude of rejection) or merely tolerable (latitude of noncommitment). The larger a person’s latitude of rejection, the more difficult to persuade. Attitude changes result when people perceive that an argument fits within their latitude or acceptance. When and argument falls into their latitude of rejection, a boomerang effect may occur—the original attitude may be strengthened rather than changed. The Psychology of Persuasion • Everyday we are confronted by persuasion. Food makers want us to by their newest product, movies want us to see the latest release, etc. • The goal of persuasion is to convince the target audience to internalize the persuasive argument and adopt the new attitude as part of their core belief. A few highly effective techniques • Create a need • Appeal to social needs • Use loaded words and images Proposal Structures • Problem solution • Monroe’s Motivated Sequence – Attention, need, satisfaction, visualization, action • N-A-R – Narrative, argument, refutation • Balance Structure – Address competing solutions and explain why your solution is superior Why do people say yes? Patricia Fripp and David Palmer • Reciprocation—”the old give and take—and take.” • Commitment and consistency—”hobgoblins of the Mind.” • Social Proof—”Truths Are Us” • Liking—”The Friendly Thief” • Authority—”Directed Deference” • Scarcity—”The Rule of the Few” Six Stories You Need to Know How to Tell—Annette Simmons • Who am I Stories • Why I Am Here Stories • My Vision Stories • Teaching Stories • Values in Action Stories • “I Know What You’re Thinking Stories