Speaking to Persuade

Persuasion Definition: art of convincing people to adopt your point of view. Psychology: Taps into audience attitudes, beliefs, and values (impediments) Uses a specific strategy pertaining to the objective Attitudes = likes and dislikes; preferences—easiest to change Beliefs = faith but most by experience and evidence Values = right and wrong, good and bad. Values most deeply ingrained and hardest to change. Be clear on which you are trying to address to determine best way to achieve that end.

Engage the Audience Audiences process what they hear and think and how they feel/respond More involvement = higher persuasive power Consider their needs/prior knowledge Reinforce Correct Educate (fill in the gaps)

Aristotle’s Approach Ethos Logos Pathos Ethical Credible Logic Reasoning Pathos Emotions

Maslow’s Hierarchy of Needs Self-actualization personal growth and fulfilment Esteem needs achievement, status, responsibility, reputation Belongingness and Love needs family, affection, relationships, work group, etc. Safety needs protection, security, order, law, limits, stability, etc. Biological and Physiological needs basic life needs - air, food, drink, shelter, warmth, sex, sleep, etc. © design Alan Chapman 2001-7, based on Maslow’s Hierarchy of Needs

Cognitive Dissonance Definition: Speaker goal: Theory that people strive to solve problems to manage stress/tension in a way that is consistent with their beliefs, values, and morals. Speaker goal: Create cognitive dissonance in audience

Creating and Relieving Cognitive Dissonance Identify existing problem or need that audience will agree with Need to maintain the environment Effect of aerosol sprays on the environment Deplete the ozone layer Exposes us to sun’s harmful rays Convenience of aerosol sprays Audience wants both dissonance Provide solution that meets both needs: pump sprays

Whom to Target Those you most want to reach Not yet decided Against your idea Already in agreement Hostile

Conduct Audience Analysis

Three Dimensions Demographics Psychological Contextual Individual characteristics Group characteristics Psychological Previous knowledge Beliefs Attitudes Contextual When and where? Why are they here?

Demographics Age Gender Race, culture, ethnicity Profession Religion Educational level Relevant qualities/interests Homogeneous/heterogeneous (size, too) Self: similarities/differences

Psychology What are they thinking? Who knows more? Previous knowledge vs. knowledge needed Knowledge desired vs. knowledge needed Familiar terminology Familiar concepts, processes, tools Who knows more? You? Them?

Context Voluntary vs. mandatory attendance? Current climate Midterm exams Flu season Company layoffs Audience expectations of style Dress Time of day Obstacles or distractions in room

Contending with Opposition Directly refute arguments with facts Use a persuasive strategy

Persuasive Strategies

Speeches on Questions of Fact Correct facts/Debunk myths Topical or spatial arrangement “Not all doctors can treat your condition” DC vs. MD vs. DO Education Scope of treatment

Speeches on Questions of Values Address attitudes and values Change or reinforce current beliefs of right/wrong or good/bad Requires evidence Topical “Aerobics is the best form of exercise.” Definition Health benefits Types of aerobic exercise

Speeches on Questions of Policy Urge actions and support of policies Uses the word “should” and answers question: “What should be done about . . .?” Can be passive: Attain agreement Can be active: Gain immediate action

Persuasive Strategies Monroe’s Motivated Sequence Problem/Solution Statement of Reasons Comparative Advantage

Monroe’s Motivated Sequence Attention: Grab audience’s attention at the beginning of your introduction. Need: Show audience that there is a serious problem that needs action. Satisfaction: Satisfy the need by presenting a solution and show how your solution works. Visualization: Paint a picture of results. Help listeners visualize the positive impact. Show how they will personally benefit, if possible. Action: Request specific action from your listeners. Be specific!!

Problem/Solution Useful in questions of policy Demonstrate that the problem exists Facts Statistics Extent Relation to audience Present solution

Statement of Reasons Used when audience is already favorable or interested State purpose of presentation State central idea or main point Support central idea with reasons

Comparative Advantage Used when audience agrees a problem exists but disagrees on the solution Show advantages of your solution Compare your solution with others proposed Demonstrate why your solution is superior Use facts, evidence, reasoning, statistics, etc. Paint a picture of the future

Tips Hostile audience: change topics Audience in agreement: reinforce and move to action Audience on the fence or disagrees/against: wow them with evidence, reasoning, and vivid images

Conditions Necessary to Persuade Audience perceptions Credible speaker Quality evidence Logical reasoning Emotional involvement

Five Dimensions of Speaker Credibility Competence Composure Speaker credibility Sociability Trustworthiness Extroversion

Types of Credibility Initial Derived Terminal

Building Credibility Speak from conviction Be yourself Use quality information and sources Show interest in the audience Maintain your composure

Using Evidence Less credibility—More evidence needed Use facts that anticipate audience disagreement, argument, or apathy Tips: Be specific/concrete Be novel Use credible sources Tie evidence to specific point (draw conclusion for the audience)

The art of drawing a conclusion based on sound evidence. Reasoning: The art of drawing a conclusion based on sound evidence.

Types of Reasoning From specific instances (inductive) From principle (deductive) From cause From analogy

Fallacies of Reasoning Can persuade if people do not recognize Can completely eliminate credibility if people do recognize

Appealing to Emotions (e. g Appealing to Emotions (e.g., fear, compassion, pride, anger, guilt, etc.) Using words that provoke strong feelings Increasing likelihood of audience reaction Enhancing emotional appeal Use emotional language to produce desired emotion in audience Develop vivid examples and images Be sincere; use nonverbals Voice Eye contact

Ethics and Emotional Appeals Must use appeals honestly Must be coupled with reason Must avoid name-calling and abusive language