1. Chapter 25: Understanding Principles of Persuasive Speaking Public Speaking

2. Persuasion Defined
Persuasion is the process of changing or reinforcing attitudes, beliefs, values, or behaviors.
In a persuasive speech, the speaker explicitly asks the audience to make a choice, rather than just informing them of the options.
Attitude is a learned predisposition to respond favorably or unfavorably toward something. Attitudes are easier to change than beliefs or values.
Beliefs are what you understand to be true or false. A belief is easier to change than a value.
Values are an enduring conception of right or wrong, good or bad.

3. How Persuasive Works
The elaboration likelihood model (ELM) of persuasion explains how you are persuaded to do or think about something.
The theory suggests that there are two ways you can be persuaded:
You can be persuaded by the logic, reasoning, arguments, and evidence presented to you.
You can be persuaded by such peripheral strategies as catchy music used in advertisement or simply liking the salesperson who is selling you a product.

4. How to Motivate Listeners
Persuasion works because listeners are motivated to respond to a message.
Use Dissonance
According to dissonance theory, when you are presented with information inconsistent with your current attitudes, beliefs, or values, you become aware that you have a problem.
You experience a kind of discomfort called cognitive dissonance.
The first tactic in such a speech is to identify an existing problem or need.
Effective persuasion, however, requires that you create dissonance, suggest a solution, and restore balance.
You can restore balance by showing your credibility, clarifying your message, and refuting well-created arguments.

5. How to Motivate Listeners
Use Listeners Needs
Abraham Maslow created a hierarchy of needs that motivates everyone’s behavior.
Physiological Needs: The most basic human needs – air, water, and food.
Safety Needs: We have a need to feel safe, secure, and protected, and we need to be able to predict that our own and our loved ones’ needs for safety will be met.
Social Needs: We need contact with others and reassurance that they care about us.
Self-Esteem Needs: The need for self-esteem reflects our desire to think well of ourselves.
Self – Actualization Needs: The need to fully realize one’s highest potential

6. Maslow’s Hierarchy of Needs
Self-Actualization Needs
Self-Esteem Needs
Social Needs
Safety Needs
Physiological Needs

7. How to Motivate Listeners
Use Positive Motivation
Positive motivational appeals are statements that suggest good things will happen if the speaker’s advice is heeded.
Knowing what your audience members view as desirable, good, and virtuous can help you select the benefits of your persuasive proposal that will best appeal to them.

8. Developing Your Persuasive Speech
Consider the audience
Be cautious not to make stereotypical assumptions about an audience based only on cultural factors.
Select and Narrow Your Persuasive Topic
You’ll present a better speech if you select a topic you can speak about with sincere conviction.
The ideal topic speaks to need, concern, or issue of the audience as well as to your interests.
Determine Your Persuasive Purpose
People rarely make major life changes after hearing just one persuasive message.
Your persuasive-speaking goal may be to move listeners a bit closer to your ultimate objective.

9. Developing Your Persuasive Speech
When persuading others, most people find it useful to state their central idea in the form of a proposition.
A proposition is a statement with which you want your audience to agree.
Proposition of fact focuses on whether something is true or false, on whether it did or did not happen.
Proposition of value is a statement that calls for the listener to judge the worth or importance of something.
Proposition of policy advocates a specific action – changing a policy, procedure, or behavior.

10. Ethics Question
Kristi believes she has a flair for words and, in her speech on ecology, uses many metaphoric and alliterative expressions like “trembling trees” and “lacy leaves.” She believes that poetic language will persuade her listeners more than basic facts and statistics. Do you agree? Explain your answer.

11. POP QUIZ What are beliefs? What are values?
What are the physiological needs in Marlow’s hierarchy?
What does ELM explain?
What is a proposition of policy?
What are positive motivational appeals?