Persuasion in Organizational Settings “I have this lovely swamp land in Florida you might be interested in.”

Prof. Nick Burnett, ComS 103, Sec , F07 Definitions and Initial Considerations “To persuade is to limit the options that are perceived as acceptable.” Hamilton Contrasted with coercion and informing Key issue--do you view persuasion as essentially a rational or a non-rational enterprise?

Prof. Nick Burnett, ComS 103, Sec , F07 Modes and Venues for Persuasion Speaking to convince versus speaking to actuate The attitude-behavior dichotomy Persuasion happens in:  public settings  formal one-on-one settings  informal settings

Prof. Nick Burnett, ComS 103, Sec , F07 Yale School of Persuasion Research Carl Hovland and colleagues  Attention  Comprehension  Acceptance  Retention  Action Criticisms of the model

Prof. Nick Burnett, ComS 103, Sec , F07 Maslow’s Hierarchy of Needs Physiological needs Security Needs Social or love needs Esteem needs Self-actualization needs

Prof. Nick Burnett, ComS 103, Sec , F07 Cialdini’s Principles of Persuasion Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

Prof. Nick Burnett, ComS 103, Sec , F07 Monroe’s Motivated Sequence Attention Step Need Step Satisfaction Step Visualization Step Action Step

Prof. Nick Burnett, ComS 103, Sec , F07 Monroe’s Motivated Sequence: Illustrated Persuasive speech on improving workplace safety Attention: Personal experience of workplace accident Need: Severity and numbers of workplace injuries-- stats, case studies, projections Satisfaction: solve through aggressive employee ed. and strict OSHA enforcement Visualization: lower worker comp costs Action: call insurance co., get OSHA training packages

Prof. Nick Burnett, ComS 103, Sec , F07 Alternative Organizational Patterns Problem solution format Criteria satisfaction format Cause-effect-solution format Indirect sequence  establish the problem  outline criteria for response  disqualify alternatives  present the unpopular solution

Prof. Nick Burnett, ComS 103, Sec , F07 Speaker Credibility Extrinsic credibility--prior to… Intrinsic credibility--during… Dimensions of credibility:  trustworthiness  competence/expertise  dynamism  objectivity  organizational rank

Prof. Nick Burnett, ComS 103, Sec , F07 Final Thoughts Audience analysis is key to effective persuasion Ethics should not be an afterthought Aristotle was probably right  ethos  pathos  logos