Alicia C. Allan
Caldwell College
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Identified three different approaches to
persuasion:
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Ethos relies on persuading on the basis of
emphasizing the quality of the speaker.
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Logos refers to persuasion using logic or reason.
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Pathos tries to persuade others by appealing to
their emotions.
http://movies.netflix.com/WiPlayer?movieid=
70156884&trkid=3325854
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Influence:
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the action or process of producing effects on the
actions, behavior, opinions, etc., of another or others
Persuasion:
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to induce to believe by appealing to reason or
understanding (convince: to persuade the judge of
the prisoner's innocence).
to prevail on (a person) to do something, as by
advising or urging: We could not persuade him to
wait.
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Influence
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Persuasion
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“involves changing the attitudes and behaviors of
other people without using any force or show of
power.”
“… changing an opinion by presenting your view
sometimes by using argument or debate.”
Attitudes

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Verbal repertoires
Indicative of how people might behave in certain
situations
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Some parents don’t want to confront their child
Frustration leads to irrational actions
Parents have strong bias against “rewards”
ABA is labor-intensive compared to counseling
http://www.youtube.com/watch?v=02JlnqUh
XeU&feature=related

Initial meeting:
Listen
 Assess situation
 Use shaping/reflection
 Determine how to proceed – best approach
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Framing
Information
Technical Expertise
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Format (context)
Examples of similar cases
Taking back control, setting rules, delivering
consequences
Avoid arguments
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Graphs
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Simple (from published literature or your own work)
Powerful tool for behavior analyst but can pose a
problem…
Trust

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Caring
Responsible
"If you would persuade
you must appeal to
interest rather than
intellect.“
Benjamin Franklin (1706-1790)
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Uncommon problem behavior

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Eating disorder (Kennedy Krieger)
Self-injurious behavior (UF)
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http://www.youtube.com/watch?v=Y1Xkf1jGN
YY
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Four elements:
Credibility
 Audience
 Solid case
 Effective communication
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“To convince anyone to do anything you have to
be able to tell a good story”
http://www.youtube.com/watch?v=_qDv7fC_i
zw&feature=related

Credibility = Trust + Experience
Honest
 Reliable
 Leadership
 Integrity
 Effectiveness
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Gather information
Identify leader
Assess leader’s influence
Analyze recent decisions
Observe body language

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receptive, supportive hostile?
Be prepared to pause for clarifications
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Begin with compelling story
Show video/Photos
Meet company needs/politics
Change voice pitch/volume
Present evidence – clear charts/graphs
Anticipate objections
End wit clear statement
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Compelling story
Listen carefully
Show you care
Frame conversation
Present evidence/information
Technical expertise
Credibility
Know your audience
Communicate effectively

Bailey J., & Burch M. (2010). 25 Essential Skills &
Strategies for the Professional Behavior Analyst. New
York: Routledge
“For the great majority of mankind are satisfied with
appearance, as though they were realities and are often
more influenced by the things that seem than by those
that are”
Niccolo Machiavelli