Persuasive Techniques Involvement Persuades

Technique #1: E.L.M. (Elaboration likelihood) Central Processing Influenced by strength and quality of arguments More likely to affect an enduring change Peripheral Processing Respond to message as being too complex or unimportant Audience is influenced by non-content issues like appearance, reputation, one-liners, emotional appeals without logic

Use a variety of appeals Involvement persuades: People who feel involved in your message will react differently than the uninvolved. Involve by using a variety of appeals: Ethos: credibility Logos: Reasoning Pathos: Emotion

Ethos: Enhance Your Credibility p. 353 Your personality and character plays a role in how willing the audience is to accept your message and be involved. Demonstrate your competence Skilful research (quality sources?) Wikipedia vs. American Medical Association for information on diabetes Knowledge of the topic Personal experiences External collaboration from experts that condone your experience

Good will Towards the Audience Show the audience how you care for them Speaker attractiveness Looking good equates to.. Organization Confidence Don’t violate the rules of the situation though!! Play up similarities Listeners respond to people who are like them (attitudes and morals) Respond to people who are ‘different’ if they’re perceived as an expert

Logos: Appeal to Reasoning People are persuaded by ideas that make sense

Strategy #1: Door in the Face Premise: Make a large initial request that will be rejected Come back with a realistic request By comparison: realistic request will look more do-able contrasted against the impossible.

Strategy #2 Foot in the door (AKA stone soup strategy) Premise: make a series of requests, starting small and getting gradually larger People are more likely to do the small request Will feel the escalating investment—In for a penny, in for a pound

Strategy #3 Appeals to Needs (p. 358) Determine what the audience needs Show them how your claim fulfills that need Maslow’s Hierarchy of Needs (p. 359) Physiological needs (survival needs) Safety needs (security, shelter) Social needs (belonging, sense of place) Self esteem needs (who am I? Why am I important?) Self actualization needs (what makes my life worthy?) *fill the lower needs first—appeals to higher needs will not be successful if lower needs are unmet.

Strategy #4 Expectancy-Outcome Values Theory (p. 359 Ajzen-Fisher) Recognize that the audience is a conscious body of people who make decisions from free will We constantly evaluate costs and benefits of actions As we evaluate, we consider our attitude towards the behavior—do I think it is good or bad to do this? We also consider what our friends/family might think of the behavior

Expectancy Outcomes Continued When persuading audiences to change a behavior: Identify currently held attitudes about the behavior Identify attitudes about the consequences associated with the behavior and without Try to guess the people who might influence audience members’ decisions

Potential Structure Mainpoint I: Reasons to adopt the change Main point II: Consequences of the change Main point III: Dealing with what others might say or think Main point IV: Demonstrate positive outcomes of your course of action

Strategy #5: Elaboration Likelihood Model (E.L.M.) There are two routes to persuasive Routes are dependent on our involvement with the message. Central Processing: motivated and able to think critically about the message Peripheral Processing: lack motivation to pay attention

List of Persuasive Strategies at your Disposal! WOW! Door in the face Foot in the door Needs appeals Expectancy outcomes E.L.M. Ethos Pathos Logos