9 Nov 2016
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Persuasion is the process of changing, shaping, or reinforcing attitude, beliefs, values, or behaviors
Three Audience Types
Receptive/Friendly
o Mostly agrees
o Can state with rapport and common ground
o State clear goals
o Can use emotional examples
o Uses a call for action
Neutral/Apathetic
o Start with interest and attentions
o Build a rapport with common beliefs
o Appeal to the needs of loved ones
Use eotioal appeal eause the hae’t deided o do’t thik it applies to
them
o Set modest goals
Unreceptive/Hostile
o Be subtle
o Build a rapport with common beliefs
o It’s eteel ipotat to uild ediilit ith soues
o Consider the counter arguments, underlying concerns and values
o Acknowledge other viewpoints, the counter views
o Set modest goals
Three Approaches to Persuasion
Coactive
o Best approach
o Buildig a idge e
o Support your claims
o Connects with audience the best
o Builds with stronger support
Combative
o Not good
o Ceates distae ou
o Uses threats
Expressivist
o Even worse
o Argues that all persuasion is bad and should not be studied
o Discourages challenging and analyzing
Problems
Why is it so hard to get audience to do what we want?
Audience reacts differently
Need to be credible
Questioning the speaker
Wonder if they should listen to the speaker and if they are credible
Build strong credibility statements
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