Persuasion and Influence

Chapter 9

Alicia C. AllanCaldwell College

Aristotle (384-322 B.C.) Identified three different approaches to

persuasion: Ethos relies on persuading on the basis of

emphasizing the quality of the speaker.

Logos refers to persuasion using logic or reason.

Pathos tries to persuade others by appealing to their emotions.

http://movies.netflix.com/WiPlayer?movieid=70156884&trkid=3325854

Dictionary

Influence: the action or process of producing effects

on the actions, behavior, opinions, etc., of another or others

Persuasion: to induce to believe by appealing to reason or

understanding (convince: to persuade the judge of the prisoner's innocence).

to prevail on (a person) to do something, as by advising or urging: We could not persuade him to wait.

Bailey J. & Burch M.

Influence “involves changing the attitudes and behaviors

of other people without using any force or show of power.”

Persuasion “… changing an opinion by presenting your

view sometimes by using argument or debate.” Attitudes

Verbal repertoires Indicative of how people might behave in

certain situations

Attitudes

Some parents don’t want to confront their child

Frustration leads to irrational actions Parents have strong bias against

“rewards” ABA is labor-intensive compared to

counseling

http://www.youtube.com/watch?v=02JlnqUhXeU&feature=related

Influence

Initial meeting: Listen Assess situation Use shaping/reflection Determine how to proceed – best approach

Tactics of Influence

Framing Information Technical Expertise

Framing

Format (context) Examples of similar cases Taking back control, setting rules,

delivering consequences Avoid arguments

Information

Graphs Simple (from published literature or your own

work) Powerful tool for behavior analyst but can

pose a problem… Trust

Caring Responsible

"If you would persuade you must appeal to interest rather than intellect.“

Benjamin Franklin (1706-1790)

Technical Expertise

Uncommon problem behavior Eating disorder (Kennedy Krieger) Self-injurious behavior (UF)

Influential Conversation

http://www.youtube.com/watch?v=Y1Xkf1jGNYY

Persuasion

Four elements: Credibility Audience Solid case Effective communication

Emotional Component

“To convince anyone to do anything you have to be able to tell a good story”

http://www.youtube.com/watch?v=_qDv7fC_izw&feature=related

Credibility

Credibility = Trust + Experience Honest Reliable Leadership Integrity Effectiveness

Audience

Gather information Identify leader Assess leader’s influence Analyze recent decisions Observe body language

receptive, supportive hostile? Be prepared to pause for clarifications

Solid Case/Effective

Begin with compelling story Show video/Photos Meet company needs/politics Change voice pitch/volume Present evidence – clear charts/graphs Anticipate objections End wit clear statement

Summary

Compelling story Listen carefully Show you care Frame conversation Present evidence/information Technical expertise Credibility Know your audience Communicate effectively

Questions?

References

Bailey J., & Burch M. (2010). 25 Essential Skills & Strategies for the Professional Behavior Analyst. New York: Routledge

“For the great majority of mankind are satisfied with appearance, as though they were realities and are often more influenced by the things that seem than by those that are”

Niccolo Machiavelli