Persuasion Persuasion Basic Definition Ethical attempt to alter

Persuasion

Persuasion Basic Definition: Ethical attempt to alter BAVAs Operational Definition: Gain acceptance of your proposal Directed attitude change To CWD

Persuasion : Types of Attitude Change VSA 2 SA A 2 N 1 DS VSD 2 1 VSA SA A N D DS VSD

Persuasion : Proving your Points Toulmin Model of Logical Reasoning Claim: Desired end result believe value Propositions Purpose Statement act

Toulmin Model of Logical Reasoning Claim: Purpose Statement Warrant: General support for Claim Major Arguments Main points of Outline

Toulmin Model of Logical Reasoning Claim: Purpose Statement Warrant: General support for Claim Data: Specific support for Warrant Relevant Novel Credible

Toulmin Model : Outline Format Claim: Purpose Statement I. Warrant: A. Data: B. Data: II. Warrant: A. Data: B. Data:

Persuasion: What are my Points? Claim: Desired end result Propositions believe value act Fact Value Policy

Persuasion : Proposition of Fact Goal: Prove statement is true or false Examples: The U. S. economy is in a recession The U. S. economy is not in a recession Key Words: Is/is not (true/false)

Persuasion : Proposition of Fact How do you PROVE it? Preponderance of Evidence More facts Better facts Can have a “Final Answer”

Persuasion: Proposition of Value Goal: Accept a value judgment “+/-” Examples: A recession is good for the economy A recession is bad for the economy Key Words: good/bad, right/wrong, etc

Persuasion: Proposition of Value How do you PROVE it? Set a Decision Standard Apply the Standard

Persuasion: Proposition of Value Yes/moral Aud dec std No/not moral Requested Action And Reasons Bill’s dec std Yes/moral No/not moral

Persuasion: Proposition of Value Requested Action NEW And Reasons Aud dec std Yes/moral No/not moral Bill’s dec std Yes/moral No/not moral

Persuasion: Proposition of Policy Goal: Advocate an Action “to do” Examples: The Bush tax reform act should be passed The Bush tax reform act should not be passed Key Words: should/would (do something)

Persuasion: Proposition of Policy How do you PROVE it? Problem Exists Problem is Serious – “Harm” Solution - Solvency Policy Superiority Better, cheaper, faster Few alts > point-by-point Many alts > “lump & dump”

Persuasion: Strategic Persuasion 1) FACTS versus EMOTIONS New Atts Changes Old NOT change Old Long Term Short Term Default: FACT or COMBINE

Persuasion: Strategic Persuasion 2) PRIMACY versus RECENCY Hybrid Pure Hostile Aud Favorable Aud Quality Quantity Default: PRIMACY

Persuasion: Strategic Persuasion 3) ONE SIDED vs TWO SIDED Uninformed Isolated Aud Controversial Topic Refutational Default: TWO SIDED

Persuasion: Strategic Persuasion 4) IMPLIED versus STATED CONCL Few Alts Many Alts Motivated Aud Prop of VALUE Prop of POLICY Default: STATED

Persuasion: Strategic Persuasion Basic Starting Strategy: 1) Facts must be used 2) Primacy Hybrid 3)Two-Sided Refutational 4) Stated Conclusion

ELM: the Elaboration Likelihood Model of Persuasion “Persuaders don’t persuade, they stimulate you to persuade yourself” Basic Strategy: to increase the likelihood of positive elaborations Two Elaborative Paths : Central Peripheral

ELM: Which path to take? Audience INVOLVEMENT on the ISSUE Issue + Involvement Central Peripheral

ELM: the CENTRAL path … the Logical/Rational route … Direct and Long lasting New attitude

ELM: Using the CENTRAL path Issue + Involvement Central Motivation To Process Capacity To Process Initial reaction Salience Credibility Good style Clear structure Quality arguments Repetition Good style

ELM: the Peripheral path … the Emotional/nonrational route … Indirect and Short term Cue New attitude

ELM: Using the Peripheral path Consistency Theory: do the links make sense? Balance Theory: the ‘product’ must be ‘positive’ Cue New attitude

Using Fear Appeals Fear motivates change L M H Level of fear E

Effective Fear Appeals: Terror Management Theory Creating Fear through TMT: Perceived as really fearful change Not easily discredited L M H Level of fear E Credible

Effective Fear Appeals: Terror Management Theory Resolving Fear through TMT: Fear is uncomfortable change Act to reduce fear Solution must be: L M H Level of fear E immediate complete safe