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Persuasive CommunicationPersuasive Communication--

An IntroductionAn IntroductionMC- 03-04

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What is persuasion?What is persuasion?

y Persuasion is the process ofmotivating someone, through

communication, to change a particular

belief, attitude or behaviour

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Is persuasion coercive?Is persuasion coercive?y Persuasion is not the same thing as

coercion.y Coercive persuasion attempts to force

people to change beliefs, ideas, attitudes

or behaviors using psychologicalpressure, undue influence, threats,

anxiety, intimidation and/or stress.

y Persuasion makes a listener want to think

or act differently

y Persuasion is incremental

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Social Judgmental TheorySocial Judgmental Theory

y The central idea of social judgment theory

is that attitude change is mediated by

judgmental processes and effects used to

persuade peopley Social Judgment Theory focuses on the

internal processes of an individuals

judgment with relation to a communicatedmessage

y The judgment occurs when a person

compares at least 2 stimulus and a choice

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Social Judgment TheorySocial Judgment TheoryyWhen a members of an audience hear

a persuasive appeal, they compare itto the opinions that they already hold.

y The pre-existing opinions is called an

anchor

yAround the anchor there exists

Latitudes of acceptance

Latitudes of rejection

Latitudes of noncommitment

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Social Judgmental TheorySocial Judgmental Theory

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Transaction model ofTransaction model of

communicationcommunication

y The Transaction Model is a model that

sees communication or negotiation of

meaning in two or more partiesresponding to their environment and

each other

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Persuasive communication needs to bePersuasive communication needs to be

interactiveinteractive--

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Ethical persuasionEthical persuasiony Ethical persuasion is a human being's

internal ability to treat others withrespect, understanding, caring, and

fairness in order to understand

themselves and others.

y

Th

ere are th

ree ph

ases of eth

icalpersuasion

Explore the other person's viewpoint.

Explain your viewpoint.

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Exploring t

h

e oth

er personsE

xploring th

e oth

er personsviewpointviewpoint

y Establish that your immediate goal is mutualunderstanding, not problem solving.

y Elicit the other person's thoughts, feelings, and

desires about the subject at hand.yAsk for theirhelp in understanding them. Try

not to defend or disagree.

y Repeat their position in your own words toshow you understand.

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Explaining your viewpointExplaining your viewpoint

yAsk for a fairhearing in return.

y Explain how their thoughts and feelings

affect you -- avoid blaming and self-defense

as much as possible.

y Carefully explain your thoughts, desires,

and feelings as your truth

yAsk for restatement of your position -- and

corrections of any inaccuracies -- as

necessary.

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Create resolutionsCreate resolutionsyAffirm your mutual understanding and

confirm that you're bot

hready to consideroptions for resolution.

y Search for creative ("win-win" or

"collaborative") solutions.y Compromise between alternate solutions

y Bargain with alternate solutions

y Take time out to reconsider, consult,exchange proposals, and reconvene.