Persuasion

Persuasion

Attention to Attitude to Action

John Couper, Ph.D. Communication Impact

Persuasion is… 

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A reflection of individual and Other The effort or success at influencing the attitudes of others A form of change

• No change, no persuasion

A way to reach goals Amoral: not inherently good or bad

Persuasion involves 

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Information Emotion Social and symbolic alignment (cognition) Repetition

Context ď Ź

The conditions surrounding the persuasion need to support it

• E.g., people are more receptive in a relaxed and non-threatening situation, whose associations are positive and motivating

Order  

Try to frame the persuasive message as less than a previous, larger request A better order: acknowledge weakness to create empathy (“self-deprecation”)

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Follow that by suggesting strength

Scarcity: if the resource is accepted as scarce, it might be seen as more desirable

Credibility 

The greater the credibility and authority of the persuader, the more likely people are to accept their persuasion

• Two kinds: identification and authority

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Cues: clothing, speech patterns, accent...

• people are 350 percent more likely to follow

you in a business suit across a busy street than in a construction uniform

Identification ď Ź

People are many times more likely to believe someone who seems to be like them

• We are social and group-oriented

Consistency  

Elements that seem to belong together are more persuasive This includes consistency between

• the audience and client, • the client and expected norms • Words and actions • What we ask of clients and what they do (i.e., asking them to commit to something strengthens their attitudes toward the relationship)

Likeability 

Audiences tend to believe, trust and remember those who are socially attractive

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This is increased when publics believe the client would or does like them in return (e.g., smiling)

Factors

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Interest in their concerns and lives Praise Similarities Confidence without pride Physical normalcy (including mirror)

Reciprocity ď Ź

Audiences believe those who they perceive will do something in return

• This is even stronger when they have done something first for the public

Selective Exposure 

Audiences tend to

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seek information that supports their opinions, beliefs, values, behaviors, decisions, and avoid information that contradicts their existing opinions, beliefs, attitudes, values, behaviors, etc.

Thus, association with “congruent” meanings is attractive (but not always possible)

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So start with a congruent message if the public is likely to agree, or with messages if they are likely to be skeptical

“Inoculation” 

An audience’s acceptance of a message reflects previous exposure and response

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If they have a number of prepared positions that work against your client, persuasion is almost impossible So re-frame the message to avoid a well-developed set of negative attitudes

To strengthen existing positive attitudes, include secondary counterarguments

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Such as that your product lasts longer

Degree of Change ď Ź ď Ź

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Why ask for no change? Or too much change?

Audiences want more reasons and evidence before making important decisions, but are easier to persuade, with less evidence, about minor issues So find an argument that involves the maximum comfortable amount of change

Motivation 

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Audiences believe what is best linked to their own motivators (desires, hopes, needs) Examples: status, financial gain, affection, love, individuality, attraction, friendship, sex, self-esteem, independence, social competition and so on

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The balance of these depends on the public’s characteristics

Participation 

Audiences believe something more if they

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Doing something can lead to belief So vivid, active, physical language or something can be more persuasive

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• Do it instead of hearing about it • Talk about it instead of thinking about it • Even imagine themselves

Using these factors 

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When writing copy or designing events or displays, go down the list and select the ones that best relate to your audience Decide how to adapt the concept to your programming Don’t tell co-workers or clients (but do tell your team members) about the principles– let them think it is magic