1 Chapter 14 Persuasive Presentations © 2008 McGraw-Hill Higher Education. All rights reserved.

2 Using the Elaboration Likelihood Theories Argument Quality =Credible Sources =Inoculation =Fear Appeal =Statistics/Graph Speaker Credibility = Create Likeability = Dynamic Delivery Effects of Central and Peripheral Information on Persuasion Gaining Audience Compliance 1)Foot-in-door OR Door-in-face 2) Call to Action

Working Definition of Persuasion Involves one or more persons who are engaged in the activity of creating, reinforcing, modifying, or extinguishing  beliefs,  attitudes,  intentions,  motivations, and/or  behaviors

4 Speaking Strategically: Elaboration Likelihood Model

5 Elaboration Likelihood Model

Arguments and consequences Fear Appeals

7 Elaboration Likelihood Model Increase Resistance

8 Persuasive Message Construction How is it different from Informative? Organization  Open and end with strongest arguments Open with Impact Strong third main point Close with “Call to Action” = Primacy + Recency Theory Message sidedness and argument quality  One-sided = Works with audience that agrees  Two-sided = Gives speaker credibility  Inoculation = Most effective persuasion Increases speaker credibility = appear unbiased Increases persuasiveness of argument = statistics Audience more resistant to future counter-arguments

Inoculation 2-Sided Argument with a Refute Medical Module  Give dose of virus to prevent illness Inoculation  Give audience dose of counter-argument  Refute versus “pro and con” argument  Induces stronger persuasion and resistance to future counter-arguments Evidence and Persuasion  Statistical versus story increases persuasion  Refute argument must be stronger than first counter-argument

10 Legalizing Prostitution: Would Prostitutes Be Better Off? Sloan, L. (2009). Prostitution Should Be Discriminalized. Retrieved October 30, 2009, from Prostitutes earn 90% of money paid by customers ALL prostitutes now use condoms during sex Prostitutes have a choice of how they earn a living 60%= Earnings prostitutes pay their pimps 73% = customers who pay more to NOT use a condom 87% = Prostitutes want to quit but are afraid of pimp Example of “Inoculation” Argument slide

Persuasive Message Construction How is it different from Informative? Evidence and persuasion  Message Repetition = “I have a dream” Wear-Out Point = Point where unproductive = “Appliance Direct!” commercial  Supplement statistics with vivid examples Use graphs to demonstrate statistics Use maps or diagrams to demonstrate complicated data Emotional appeals (pathos)  Fear appeal needs to be realistic and relevant  Real Photographs Create audience relating to topic Create audience sense of consequences 11

12 Peripheral Route Cue The Influence of Fear Appeals Fear Appeals  Create emotional response and urgency to take action  Most effect of all cues to affect persuasion  EPPM = Extended Parallel Processing Model EPPM = Extended Parallel Processing Model  Factors that Influence Processing Strength of consequences and threat = Use statistics Likelihood audience will suffer the consequences = Pictures or stories that audience can relate with/to

Peripheral Route Cue The Influence of Fear Appeals (cont.) Source Credibility  Message and argument quality Inoculation = 2-sided with refute Personal Stories = speaker credibility Argument quality = quantify with statistics Number and qualifications of Sources = 4  Speaker Delivery Dynamism = Speaker’s passion Trustworthiness = immediacy with audience Competence = topic knowledge and low nonfluencies 13

Central Route Cues: Ways to Influence the Audience High Quality Arguments = facts and statistics  Persuasion = Longer lasting, more resistant Speaker Expertise = quality of sources  Increases audience motivation to process Number Sources and Arguments  4 sources all with different arguments produced strongest persuasion  Variety = attention and stimulation to process messages 14

Speech Conclusion Gain Audience Compliance to Act  Foot-in-door Based on “Cognitive Dissonance” theory –People need beliefs and behaviors to be congruent Make a small request then increase with call to action  Door-in-face Based on “Cognitive Dissonance” theory Make a large request then reduce with call to action 15

Cialdini’s Principals of Influence with other Peripheral Cues Reciprocity  You scratch my back, I’ll scratch yours Liking  Using “stars” to create influence on audience Authority  Audience will comply with people and institutions of authority Social Support  If enough persons agree…it must be true Scarcity  Audience influenced by supply and demand Commitment  Audience feels pressure to maintain their beliefs, values, and behaviors intact 16

Quiz 1.Which route of the ELM focuses on facts and logic? 2.Which message is most persuasive: one- sided, two-sided or inoculation? 3.True or False: it is a good idea to use emotional appeals in your inoculation. 4.What type of compliance gaining strategy uses a small request first then increases the second request? 5.True or False: A fear appeal would be an example of the central route of the ELM. 17