1. Persuasive Techniques
Involvement Persuades

2. Technique #1: E.L.M. (Elaboration likelihood)
Central Processing
Influenced by strength and quality of arguments
More likely to affect an enduring change
Peripheral Processing
Respond to message as being too complex or unimportant
Audience is influenced by non-content issues like appearance, reputation, one-liners, emotional appeals without logic

3. Use a variety of appeals
Involvement persuades: People who feel involved in your message will react differently than the uninvolved.
Involve by using a variety of appeals:
Ethos: credibility
Logos: Reasoning
Pathos: Emotion

4. Ethos: Enhance Your Credibility p. 353
Your personality and character plays a role in how willing the audience is to accept your message and be involved.
Demonstrate your competence
Skilful research (quality sources?)
Wikipedia vs. American Medical Association for information on diabetes
Knowledge of the topic
Personal experiences
External collaboration from experts that condone your experience

5. Good will Towards the Audience
Show the audience how you care for them
Speaker attractiveness
Looking good equates to..
Organization
Confidence
Don’t violate the rules of the situation though!!
Play up similarities
Listeners respond to people who are like them (attitudes and morals)
Respond to people who are ‘different’ if they’re perceived as an expert

6. Logos: Appeal to Reasoning
People are persuaded by ideas that make sense

7. Strategy #1: Door in the Face
Premise: Make a large initial request that will be rejected
Come back with a realistic request
By comparison: realistic request will look more do-able contrasted against the impossible.

8. Strategy #2 Foot in the door (AKA stone soup strategy)
Premise: make a series of requests, starting small and getting gradually larger
People are more likely to do the small request
Will feel the escalating investment—In for a penny, in for a pound

9. Strategy #3 Appeals to Needs (p. 358)
Determine what the audience needs
Show them how your claim fulfills that need
Maslow’s Hierarchy of Needs (p. 359)
Physiological needs (survival needs)
Safety needs (security, shelter)
Social needs (belonging, sense of place)
Self esteem needs (who am I? Why am I important?)
Self actualization needs (what makes my life worthy?)
*fill the lower needs first—appeals to higher needs will not be successful if lower needs are unmet.

10. Strategy #4 Expectancy-Outcome Values Theory (p. 359 Ajzen-Fisher)
Recognize that the audience is a conscious body of people who make decisions from free will
We constantly evaluate costs and benefits of actions
As we evaluate, we consider our attitude towards the behavior—do I think it is good or bad to do this?
We also consider what our friends/family might think of the behavior

11. Expectancy Outcomes Continued
When persuading audiences to change a behavior:
Identify currently held attitudes about the behavior
Identify attitudes about the consequences associated with the behavior and without
Try to guess the people who might influence audience members’ decisions

12. Potential Structure Mainpoint I: Reasons to adopt the change
Main point II: Consequences of the change
Main point III: Dealing with what others might say or think
Main point IV: Demonstrate positive outcomes of your course of action

13. Strategy #5: Elaboration Likelihood Model (E.L.M.)
There are two routes to persuasive
Routes are dependent on our involvement with the message.
Central Processing: motivated and able to think critically about the message
Peripheral Processing: lack motivation to pay attention

14. List of Persuasive Strategies at your Disposal! WOW!
Door in the face
Foot in the door
Needs appeals
Expectancy outcomes
E.L.M.
Ethos
Pathos
Logos