Persuasion
Persuasion
Basic Definition:
Ethical attempt to alter BAVAs
Operational Definition:
Gain acceptance of your proposal
Directed attitude change
To CWD
Persuasion : Types of Attitude Change
VSA
2
SA A
2
N
1
D
1
DS VSD
2
1
VSA
SA
A
N
D
DS
VSD
VSA
SA
A
N
D
DS
VSD
Persuasion : Proving your Points
Toulmin Model of Logical Reasoning
Claim:
Desired end result
believe
value
Propositions
Purpose Statement
act
Toulmin Model of Logical Reasoning
Claim: Purpose Statement
Warrant: General support for Claim
Major Arguments
Main points of Outline
Toulmin Model of Logical Reasoning
Claim: Purpose Statement
Warrant: General support for Claim
Data: Specific support for Warrant
Relevant
Novel
Credible
Toulmin Model : Outline Format
Claim: Purpose Statement
I. Warrant:
A. Data:
B. Data:
II. Warrant:
A. Data:
B. Data:
Persuasion: What are my Points?
Claim: Desired end result
Propositions
believe
value
act
Fact
Value
Policy
Persuasion : Proposition of Fact
Goal: Prove statement is true or false
Examples:
The U.S. economy is in a recession
The U.S. economy is not in a recession
Key Words:
Is/is not
(true/false)
Persuasion : Proposition of Fact
How do you PROVE it?
Preponderance of Evidence
More facts
Better facts
Can have a “Final Answer”
Persuasion: Proposition of Value
Goal: Accept a value judgment “+/-”
Examples:
A recession is good for the economy
A recession is bad for the economy
Key Words:
good/bad, right/wrong, etc
Persuasion: Proposition of Value
How do you PROVE it?
Set a Decision Standard
Apply the Standard
Persuasion: Proposition of Value
Yes/moral
Aud dec std
No/not moral
Requested Action
And Reasons
Bill’s dec std
Yes/moral
No/not moral
Persuasion: Proposition of Value
Requested Action
NEW
And Reasons
Aud dec std
Yes/moral
No/not moral
Bill’s dec std
Yes/moral
No/not moral
Persuasion: Proposition of Policy
Goal: Advocate an Action “to do”
Examples:
The Bush tax reform act should be passed
The Bush tax reform act should not be passed
Key Words:
should/would (do something)
Persuasion: Proposition of Policy
How do you PROVE it?
Problem Exists
Problem is Serious – “Harm”
Solution - Solvency
Policy Superiority
Better, cheaper, faster
Few alts > point-by-point
Many alts > “lump & dump”
Persuasion: Strategic Persuasion
1) FACTS versus EMOTIONS
New Atts
New Atts
Changes Old
NOT change Old
Long Term
Short Term
Default: FACT or COMBINE
Persuasion: Strategic Persuasion
2) PRIMACY versus RECENCY
Hybrid
Pure
Hostile Aud
Favorable Aud
Quality
Quantity
Default:
PRIMACY
Persuasion: Strategic Persuasion
3) ONE SIDED vs TWO SIDED
Uninformed
Informed
Isolated Aud
Controversial Topic
Refutational
Default: TWO SIDED
Persuasion: Strategic Persuasion
4) IMPLIED versus STATED CONCL
Few Alts
Many Alts
Motivated Aud
Prop of VALUE Prop of POLICY
Default:
STATED
Persuasion: Strategic Persuasion
Basic Starting Strategy:
1) Facts must be used
2) Primacy Hybrid
3)Two-Sided Refutational
4) Stated Conclusion
ELM: the Elaboration Likelihood Model
of Persuasion
“Persuaders don’t persuade, they
stimulate you to persuade yourself”
Basic Strategy: to increase the
likelihood of positive elaborations
Two Elaborative Paths :
Central
Peripheral
ELM: Which path to take?
Audience INVOLVEMENT on the ISSUE
+
Central
Issue
Involvement
-
Peripheral
ELM: the CENTRAL path
… the Logical/Rational route
… Direct and Long lasting
New attitude
ELM: Using the CENTRAL path
+
Central
Motivation
To Process
Capacity
To Process
Issue
Involvement
Initial reaction
Salience
Credibility
Good style
Clear structure
Quality arguments
Repetition
Good style
ELM: the Peripheral path
… the Emotional/nonrational route
… Indirect and Short term
Cue
New attitude
ELM: Using the Peripheral path
Consistency Theory: do the links make sense?
Balance Theory: the ‘product’ must be ‘positive’
Cue
New attitude
Using Fear Appeals
Fear motivates change
change
L
M
H
Level of fear
E
Effective Fear Appeals:
Terror Management Theory
Creating Fear through TMT:
Perceived as
really fearful
change
Not easily
discredited
L
M
H
Level of fear
E
Credible
Effective Fear Appeals:
Terror Management Theory
Resolving Fear through TMT:
Fear is
uncomfortable
change
Act to reduce
fear
Solution must be:
L
M
H
Level of fear
E
immediate
complete
safe