COMM 299 Lecture Notes - Lecture 9: Fax, Cue Card, Body Language
11 Feb 2017
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In order for persuasion to be effective, you must consider the following influences: the motivation and the processing ability of the receiver, the credibility of the persuader, the structure of the message. Know the needs and interests of the receiver and tailor your message to them. Use (cid:858)(cid:272)e(cid:374)tral (cid:272)ues(cid:859) or hard fa(cid:272)ts a(cid:271)out your produ(cid:272)t (cid:449)he(cid:374) your re(cid:272)ei(cid:448)er is (cid:373)oti(cid:448)ated. Whe(cid:374) the re(cid:272)ei(cid:448)er is (cid:374)ot (cid:373)oti(cid:448)ated use (cid:858)peripheral (cid:272)ues(cid:859) or atte(cid:374)tio(cid:374)-grabbing devices that can hold their attention and leave an imprint. The credibility of the sender: expertise: what special knowledge do you have, power: what position are you in that has credibility, trust and similarity: it is important to project a trustworthy image. People are also more likely to be persuaded if they can relate to the sender on some level. Use of two-sided message: recognizes and summarizes the opposite point of view and then presents arguments to refute it: emotional. In consumer market most purchases are based on emotion.
