©2006 by the mcgraw-hill companies, inc. all rights reserved. chapter 15 persuasive communications
DESCRIPTION
©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Focusing on your Audience Attitudes toward the topic Attitudes toward you Behavioral intentions toward the topic Rhetorical constraints Involvement in the topic Highly involved will contrast opposing views and are more likely to reject them Less involved will assimilate other views and less are likely to reject themTRANSCRIPT
©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 15
Persuasive Communications
©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Goals•Reinforce attitudes, beliefs,
and values•Inoculate against counter
persuasion•Change attitudes•Prompt action
©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Focusing on your Audience• Attitudes toward the topic• Attitudes toward you• Behavioral intentions toward the topic• Rhetorical constraints• Involvement in the topic
Highly involved will contrast opposing views and are more likely to reject them
Less involved will assimilate other views and less are likely to reject them
©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
High Involvement in Topic
Narrow latitude of noncommitment
Wide latitude of rejection
©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Low Involvement in Topic
Wide latitude of noncommitment
Narrow latitude of rejection
©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Information Processing: Elaborated Likelihood
Model
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Elaborated Likelihood Model
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Elaborated Likelihood Model
©2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Elaborated Likelihood Model
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How to Encourage Elaborated Thinking
•Emphasize personal relevance for audience
•Say you not he or she•Use questions not assertions•Use multiple sources
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Factors that Discourage Elaborated Thinking
•Audience not motivated•Message is too complex•Distractions•Speaking too fast
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Persuasive Speaking in Practice
• Ethos/credibility--the degree to which the audience finds the speaker believable Expertise/competence Trustworthiness/character
• Before the Speech• During the Speech• After the Speech
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Persuasive Speaking in Practice continued
• Perceived Similarity Appearance Background Attitudes, beliefs and values
• Consequent Attraction Appearance Appropriate dress
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Constructing Messages• Logos: The content of the message• Evidence
Personal testimony Expert testimony Facts and statistics
• Message sidedness Your side only--one-sided The other side+refutation--two-sided
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Peripheral Cues to Persuasion
• Pathos--appealing to audience emotions
• The special case of fear appeals
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Fear Appeal
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Peripheral Cues to Persuasion• Pathos--appealing to audience
emotions• The special case of fear appeals• Primitive beliefs
ReciprocityLikingAuthoritySocial SupportScarcityCommitment
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Rules for the Road• Adapt your goals to your audience,
including rhetorical constraints• Organize your arguments wisely• Balance your appeals
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Problem-Solution
I. ProblemA. HarmB. SignificanceC. Causes
II. SolutionA. DescriptionB. FeasibilityC. Advantages
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Monroe’s Motivated Sequence
I. AttentionII. NeedIII. SatisfactionIV. VisualizationV. Action
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Stock Issues
I. IllII. BlameIII. CureIV. Cost
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Other Organizational Factors
•Order of arguments•Two-sided messages