1. Introduction of Psychology
Tutorial 11 Attitude
Tutor: Yipsir

2. Definition of Attitudes
Beliefs that predispose one to act and feel in certain ways.

3. Belief / Perception
object
Feeling
Propensity
Attitude Components

4.  Who (speaker’s credibility)
Persuasion
Early research on the question of what makes a message persuasive focussed on the role of three factors:
 Who (speaker’s credibility)
 Says what (verbal contents & non-verbal skills)
 To whom (audience characteristics)

5. Persuasion

6. 1. Characteristics of the Speaker
Credibility
Attractiveness
Intent

7. Credibility - Authority
A man could increase by 350% number of pedestrians who would follow him across the street simply by wearing a suit and tie.
→ Dressing style is of paramount importance for a salesman.

8. Building your credibility
Reputation
Use Examples or statistics to show company credibility
Use personal credibility: networking, Christianity
Dynamism (活力）
Pay attention to physical appearance
Body language count even seriously
Like you → like your products / service
愛屋及烏效應
Expertise
Show professional knowledge and pass success to the customers.
Others reference / social validity
Other customers endorse the products / service

9. 2. Characteristics of the Message
Fear appeals
Two-sided arguments
Message framing

10. 3. Characteristics of the Listeners
Intelligence
Self-esteem
Audience size
Gender

11. Listening - Know your customers’ needs:
→ you may get the critical information of your customers e.g.
age,
income,
social class,
occupation &
their preferences

12. Role Play: Persuasion
In group, apply the principles of persuasion you learned in the lecture to change other people’s ATTITUDE about the product you want to sell.
Think of a sales plan and present it to your classmates (who are your target customers)

14. Select one of the following products:
Expensive Disney’s educational discs
Summer study tours for the kids, local or foreign
Mobile phone
Digital camera
Fitness Centre Membership
Facial package

15. Application of Persuasion concepts and skills

16. Concepts and skills applied?
Central route (appeal to information)
Peripheral route (appeal to emotion)
Salesman’s credibility (expertise, genuiness)
Statistical evidence
Comparison and Contrast
Social Validation
Emotional Security
Foot-in-the-door
Snow ball technique
Attractiveness
Body language
Two-sided arguments
Intensify your uniqueness
Downplay opponents’ weakness
Scarcity
Price
Free try
Gifts, discount, add-on services
After-sale service

17. The end