©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 15 Persuasive Communications

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Goals Reinforce attitudes, beliefs, and values Inoculate against counter persuasion Change attitudes Prompt action

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Focusing on your Audience Attitudes toward the topic Attitudes toward you Behavioral intentions toward the topic Rhetorical constraints Involvement in the topic  Highly involved will contrast opposing views and are more likely to reject them  Less involved will assimilate other views and less are likely to reject them

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. High Involvement in Topic Narrow latitude of noncommitment Wide latitude of rejection

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Low Involvement in Topic Wide latitude of noncommitment Narrow latitude of rejection

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Information Processing: Elaborated Likelihood Model

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Elaborated Likelihood Model

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Elaborated Likelihood Model

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Elaborated Likelihood Model

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. How to Encourage Elaborated Thinking Emphasize personal relevance for audience Say you not he or she Use questions not assertions Use multiple sources

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Factors that Discourage Elaborated Thinking Audience not motivated Message is too complex Distractions Speaking too fast

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Persuasive Speaking in Practice Ethos/credibility--the degree to which the audience finds the speaker believable  Expertise/competence  Trustworthiness/character Before the Speech During the Speech After the Speech

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Persuasive Speaking in Practice continued Perceived Similarity  Appearance  Background  Attitudes, beliefs and values Consequent Attraction  Appearance  Appropriate dress

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Constructing Messages Logos: The content of the message Evidence  Personal testimony  Expert testimony  Facts and statistics Message sidedness  Your side only--one-sided  The other side+refutation--two-sided

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Peripheral Cues to Persuasion Pathos--appealing to audience emotions The special case of fear appeals

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Fear Appeal

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Peripheral Cues to Persuasion Pathos--appealing to audience emotions The special case of fear appeals Primitive beliefs  Reciprocity  Liking  Authority  Social Support  Scarcity  Commitment

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Rules for the Road Adapt your goals to your audience, including rhetorical constraints Organize your arguments wisely Balance your appeals

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Problem-Solution I. Problem A. Harm B. Significance C. Causes II. Solution A. Description B. Feasibility C. Advantages

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Monroe’s Motivated Sequence I. Attention II. Need III. Satisfaction IV. Visualization V. Action

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Stock Issues I.Ill II.Blame III.Cure IV.Cost

©2006 by The McGraw-Hill Companies, Inc. All rights reserved. Other Organizational Factors Order of arguments Two-sided messages