BUSI 1020U Chapter Notes -Crimethinc. Publications
Document Summary
People are persuaded by their perceptions of: the trustworthiness of the messenger the emotional and logical resonances of the message. People are more easily persuaded by what they perceive as familiar. To provide enough information so that the reader knows exactly what to do. To overcome any objections that might prevent/delay action: secondary purposes. To establish a good impression of the writer. To build a good image of the writer"s organization. To build a good relationship between the writer and reader. To reduce or eliminate future correspondence on the same subject. Persuasive messages include the following: orders and requests, proposals and recommendations, sales and fundraising letters, reports, if they recommend action, efforts to change people"s behaviour, such as collection letters, criticisms or performance appraisals, It depends on how much and what kinds of resistance you expect. Reward and punishment have limited use, in part because they don"t produce permanent change and because they produce psychological reactance.
