COMM 10123 Lecture 10: COMM 3:2
7 Jun 2018
School
Department
Course
Professor
Persuasion
Wednesday, April 11, 2018
12:07 PM
Getting someone to do something
Strategies:
Promises-if you support me I will give you something or do something for you
Threats- if you don’t do what I say then bad things will happen
Likeability- if you like me as a person you will like my ideas
Hints- "the trash is looking really full
Direct Requests- directly tells you to do something
Emotional appeals- plays on the emotions to get what the persuader wants
The Science behind Persuasion
6 Shortcuts
1. Reciprocity
2. Scarcity- must tell people what is unique about your proposition and what they stand to lose
3. Authority-
4. Consistency-
5. Liking- people tend to say yes to those they like; similarity, compliments before business
6. Consensus- instead of using your own ability to persuade others, we can point to what others are
already doing
ELM
There are two routes to persuasion
Central Route- message elaboration; the path of cognitive processing that involves scrutiny of
message content
• People are more committed to the change
Peripheral Route- a mental shortcut process that accepts or rejects a message based on irrelevant
cues as opposed to actively thinking about the issue
Message elaboration- which journey they are going to take
Speech Outline
Introduction
Teaser
Thesis
o One-sentence summary of a speech and reason to listen
o Strong call to action
• This is the problem and this is what should be done about it
Preview or roadmap
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Promises-if you support me i will give you something or do something for you. Threats- if you don"t do what i say then bad things will happen. Likeability- if you like me as a person you will like my ideas. Direct requests- directly tells you to do something. Emotional appeals- plays on the emotions to get what the persuader wants. Central route- message elaboration; the path of cognitive processing that involves scrutiny of message content: people are more committed to the change. Peripheral route- a mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue. Message elaboration- which journey they are going to take. Thesis: one-sentence summary of a speech and reason to listen, strong call to action, this is the problem and this is what should be done about it.
