Copyright © 2008 Allyn & Bacon Persuasive and Special Presentations 15 CHAPTER Chapter Objectives This Multimedia product and its contents are protected under copyright law. The following are prohibited by law: Any public performance or display, including transmission of any image over a network; Preparation of any derivative work, including the extraction, in whole or in part, of any images; Any rental, lease, or lending of the program. 1.Describe importance of persuasive presentations in business. 2.Identify major functions of persuasive presentations. 3.Select and organize supporting materials for persuasive presentations. 4.Choose an appropriate format for the presentation. 5.Understand the process by which persuasion occurs. 6.Use a variety of resources to ensure a successful persuasive presentation. 7.Know the various types of special presentation formats; develop situational knowledge about each.

Copyright © 2008 Allyn & Bacon Persuasive Presentations Perform one or more of the following functions:  Reinforce the listeners’ beliefs, attitudes, or values.  Refute, or disprove, an idea or belief held by listeners.  Change the listeners’ beliefs, action, or values.  Move the listeners to action.

Copyright © 2008 Allyn & Bacon Insert Figure 15.1 (p. 433)

Copyright © 2008 Allyn & Bacon Persuasive Formats Sales Presentations: Used to sell a product or service via one-on-one formats or large formal presentations. Proposals: Used to outline a potential choice of action. Motivational Sessions: Used to convince an audience to change its attitude to become better, healthier, and happier. Crisis Situations: Used to help organizations make transitions, facilitate change, and placate irate or displaced employees.

Copyright © 2008 Allyn & Bacon Basic Resources for Persuasion PERSUASION TOOLBOX

Copyright © 2008 Allyn & Bacon

Maslow’s Hierarchy of Needs Theory of motivation based on the argument that lower- level needs must be satisfied before higher-level needs can become motivating factors.

Copyright © 2008 Allyn & BaconSelf-ActualizationNeeds Esteem Needs Love & Belonging Needs Security Needs Basic Needs Maslow’s Hierarchy of Needs

Copyright © 2008 Allyn & Bacon Opinion Leaders People who are capable of influencing your decisions, attitudes, and behaviors.

Copyright © 2008 Allyn & Bacon Critical Thinking & Persuasion Strong use of evidence and reasoning enables the speaker to create a message that is logically sound and well argued and that can withstand questions or attacks.

Copyright © 2008 Allyn & Bacon Source Credibility Ethos: The audience’s perception of a speaker’s character, intelligence, and goodwill. Components of Credibility:  Trustworthiness: Refers to the way that a source is perceived as being honest, friendly, warm, agreeable, or safe, instead of dangerous or threatening.  Competence: Based on the source’s expertise, training, experience, skills, ability, authoritativeness, and intelligence.  Dynamism: Refers to a speaker’s energy, liveliness, boldness, activity, forcefulness, and frankness.

Copyright © 2008 Allyn & Bacon Process of Persuasion Characterized by 5 distinct stages:  Awareness: Listener must first be aware that a proposal exists.  Interest: Listener must be interested in hearing more.  Evaluation: Listener can evaluate the feelings or reactions that they have formed.  Trial: Trial period exists to assess the feasibility of the proposal.  Adoption: If outcome of trial is favorable, listeners then adopt the proposal and put it into practice or action.

Copyright © 2008 Allyn & Bacon Order Effects Climax Order: Weakest argument is presented first, and the strongest argument is presented last. Anticlimax Order: Strongest argument is presented first, and the weaker arguments follow. Pyramidal Order: The strongest argument is placed between two weaker ones.

Copyright © 2008 Allyn & Bacon One-Sided vs. Two-Sided TypeDescriptionBest Used When… One-Sided Presentation Presenting only your position in your presentation. Weight of evidence is on your side. Speaking to better-educated listeners. Your listeners initially disagree with your position. You believe that the listeners will be exposed to the other side following your presentation. Two-Sided Presentation Presenting the other side’s position in your presentation, and then refuting it in your presentation. Your listeners already agree with you (provided that they are not likely to be influenced by later opposing arguments).

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