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CHAPTER 14 PERSUASIVE COMMUNICATION
MGT 3213 – ORG. COMMUNICATION
Mississippi State UniversityCollege of Business
What is Persuasion?
An act or process of presenting arguments to move, motivate, or change your audience
Motivation is distinct from persuasion It involves the force, stimulus, or influence to bring about
change Measurable gain: A system of assessing the
extent to which audience members respond to a persuasive message
Figure 14.1 - Measurable Gain
Principles of Persuasion
Reciprocity The mutual expectation for exchange of value or service. When one person gives you something, you are expected to
reciprocate, even if by only saying “thank you.”
Scarcity The perception of inadequate supply or limited resource. We are all attracted to the rare, unusual, and unique. Can be used to create a sense of urgency that motivates action. https://www.youtube.com/watch?v=xocWefokZx4
Principles of Persuasion
Authority We are persuaded by people who have credibility, who we
trust.
Consensus Why testimonials are powerful. When we lack information, we trust the “herd” (why peer
influence is powerful)
Liking We trust people we like. We like people who are similar to ourselves. We feel safe with people who are similar to ourselves. We are persuaded by people we trust and like.
Persuasive Messages: Plan Before You Write
Know your product, service, or idea
Know your audience Know the desired action you
wish your audience to take
How To Know Your Product Read all the available literature
Use the product or watch others use it
Compare the product, service, or idea with others
Conduct tests or experiments
Talk to people who really use the product
How to Know Your Receiver Identify basic demographics
Age, gender, educational background, income level, race…
Know receiver’s wants and needs
Consider how you can meet needs based on Maslow’s hierarchy
Maslow’s Hierarchy of Needs
Physiological needsPhysiological needs
Security and safety needsSecurity and safety needs
Social needsSocial needs
Ego needsEgo needs
Self-actualization needsSelf-actualization needs
Maslow in Advertisements
Maslow in Advertisements
• Arbys http://www.youtube.com/watch?v=Vg05vToa7Zk
• Volkswagen http://www.youtube.com/watch?v=9W5kUl1YUY0
• UnderArmour http://www.youtube.com/watch?v=T5bNyertg98
Goals of Persuasive Messages
Stimulate (inspire, motivate) Convince (change attitudes/beliefs) Call to action (do something)
Adoption (buy a carbon monoxide detector) Discontinuance (stop smoking) Deterrence (don’t do drugs!) Continuance (keep up your current exercise routine!) Other potential “actions”: get more information, call a 1-800
phone number, visit a website, attend an event Increase consideration (build awareness) Develop tolerance of alternate perspectives (build
awareness)
Inductive Outline Used in Persuasive Messages
Gaining Attention in Sales Messages
Personal experience Solution to
a problem
Startling statement
What-if opening
Story/Quote/Question
Split sentence
Analogy
Split Sentences Imagine relaxing on a pristine, white
sand beach in December … you can make that dream a reality with a Carnival Caribbean cruise!
Imagine a world where every child has a safe place to go after school … your donation to the Boys and Girls Club of Starkville makes that possible.
Introducing the Product, Service, or Idea
Be cohesive Attention-getter must lead
naturally to introduction Stress a central selling point
Attention-getter must lead to discussion of distinctive feature
Be action-oriented Place product in the receivers’
hands and allow them to use it
‘Applewood-Smoked Bacon’ Just Tastes Better Vivid menu descriptions increase
restaurant sales up to 27 percent “applewood-smoked bacon” “Maytag blue cheese” “buttery plump pasta”
Diners feel more satisfied after eating a Southwestern Tex-Mex Salad than after eating the same salad with a blander name
**According to research by Brian Wansink
Use adjectives that are: Vivid.
“Freshly cracked,” “light-and-fluffy,” “handcrafted,” “triple-basted” and “slow-cooked” paint pictures in the readers’ minds.
Those pictures are more compelling than, say, a plain, old omelet.
Sensory. Applewood smoked bacon. Descriptions like this engage the readers’ senses.
Emotional or nostalgic. “Aged Vermont cheddar” evokes images of crusty New
England dairymen rather than Kraft mega-plants. “Boodie’s Chicken Liver Masala” and “Grandma’s zucchini
cookies” also evoke emotion and nostalgia. Specific.
“Wild Alaskan” salmon conjures up visions of vigorous, healthy fish swimming in pristine, unpolluted streams.
Build Desire Using Persuasive Techniques
Provide specific evidence to back up your statements (your claims)
Be objective, excluding exaggerations and subjective claims
Table 14.3 - Toulmin’s Three-Part Rhetorical Strategy
Convincing Customers with Testimonials, Guarantees, and Samples Tell what others have said about
your product Provide guarantees or free trial
offers Allow customers to
sample product before buying
http://www.youtube.com/watch?v=ZKLnhuzh9uY
Appealing to Emotions
Why do we do irrational things?
Emotions are often contagious If abused, creates emotional resistance
Be cautious when sharing personal stories/experiences Lack of emotional control damages your credibility
Subordinating the Price
Create desire for the product first Use figures to show how the price
saves money State the price in small units Invite comparisons with like
products Put price in a dependent clause
combined with the central selling point
Magic Bullet: http://www.youtube.com/watch?v=ZILNbEV91-gBose: http://www.youtube.com/watch?v=o0Ywhw7S8v0
Motivating Action
Make the action clear and simple to complete
Restate the reward for action, relate to central selling point
Provide incentive for quick action Discounts, coupons Free gift with purchase offers Must have a deadline for action!
Ask confidently for action
Packaging & Design
Chile's ADT security company has been sliding spring-loaded envelopes under people's doors.
The only text on the box, a note from ADT reading: "Breaking into your apartment is easier than you think."
Guidelines for Ethical Persuasion
Do not: Use false, fabricated, misrepresented, distorted or irrelevant evidence to support arguments or
claims Intentionally use unsupported, misleading, or illogical reasoning Represent yourself as informed or an “expert” on a subject when you are not Use irrelevant appeals to divert attention from the issue at hand Deceive your audience by concealing your real purpose, self-interest, the group you represent,
or your position as an advocate of a viewpoint Distort, hide, or misrepresent the number, scope, intensity, or undesirable features of
consequences or effects Use “emotional appeals” that lack a supporting basis of evidence or reasoning Pretend certainty where tentativeness and degrees of probability would be more accurate
Table 14.5 – Fallacies
Table 14.5 – Fallacies (Contd.)
Other Potential Problem Areas Are your comparative statements
misleading?
http://youtube.com/watch?v=vY0YyiZfnGk http://www.youtube.com/watch?
v=ruIpTQAIbLE http://www.youtube.com/watch?
v=rUC0fuVTX4E
Other Potential Problem Areas
Have you offered a clear definition of offered product or service?
http://www.msnbc.msn.com/id/3032600/vp/46860128#46860128
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