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Persuasion

Persuasion. Piya Siriphant TU Dent Wednesday, August 25 th , 2010. Have learned in DS 271 & DS 272. Communication & health Toronto Consensus Statement on the relationship between communication practices and health outcomes (1991) Classification of Communication

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Persuasion

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  1. Persuasion Piya Siriphant TU Dent Wednesday, August 25th, 2010

  2. Have learned in DS 271 & DS 272 • Communication & health • Toronto Consensus Statement on the relationship between communication practices and health outcomes (1991) • Classification of Communication • Intrapersonal - Participatory (272) • Interpersonal - Persuasive (371) • Group & Mass - Mass (331, 631) - Professional (571) • Communication theories • Anything else? Aug 25, 2010 Persuasion

  3. Pathwaysfrom Communication to Health Outcomes Proximal Outcomes Intermediate Outcomes • - Understaning • Satisfaction • Patient-clinician agreement • Trust • - Feeling “known” • - Patient feels involved • - Rapport - Access to care - Quality medical decision - Commitment to treatment - Trust in system - Social support - Self-care skills - Emotional management - Access to care - Quality medical decision - Commitment to treatment - Trust in system - Social support - Self-care skills - Emotional management Communication Functions - Information exchange - Responding to emotions - Managing uncertainty - Fostering relationships - Making decisions Health Outcomes - Survival - Cure/remission - Less suffering - Emotional well-being - Pain control - Functional ability - Vitality (Street Jr. & Epstein, 2008) Aug 25, 2010 Persuasion

  4. Persuasion • Goal • to change attitude • Strategies • Verbal & Non-verbal communication • Theories • ELM (Central VS Peripheral Cues) • Balance theory, etc. • Content • only persuasive evidence Aug 25, 2010 Persuasion

  5. Communication variables • Independent & Dependent CV • Independent CV: Audience / Receiver • Dependent CVs: Source, message, channel & technology Aug 25, 2010 Persuasion

  6. Source • Attractiveness • Credibility: expertise, objectivity, bias, consistency • Trustworthy • Likeability • Attitude • Audience awareness • need, demand, motive Aug 25, 2010 Persuasion

  7. Message 1. Claim: benefit not feature 2. Support: evidence 3. Persuasive evidence - New - Connected - Believable - benefit: not the more, the better; U-Curve; don’t go beyond optimum Aug 25, 2010 Persuasion

  8. Message (continue) 4. Diction 5. Tone 6. Organization Aug 25, 2010 Persuasion

  9. Organization • Sequence • Credit giver • Benefit as the “Intro” • Agreeable issues before any conflicts • Chain-lecture • Supportive vs depreciable • One-sided vs two-sided • Conclusion vs non-conclusion Aug 25, 2010 Persuasion

  10. Channel / Technology Effective presentation strategies • AV aids to supplement/reinforce content • Key guidelines: visibility, clarity, simplicity, parsimony, consistency • Practice beforehand • Backup/alternative • Talk to the audience, not to screen/flip chart • Talk about it, not just read text • Don’t block view • Maintain eye contact with audience • Assessment is an integral part of the process Aug 25, 2010 Persuasion

  11. Compare / Contrast PersuasionG: attitude S: verbal & non-verbal communication C: not all facts; only persuasive evidence CommunicationG: varieties S: communication variables C: not all facts; only relevant evidence Health educationG: health literacy; learning outcomes S: participant or teacher centered C: all scientific facts Health promotionG: healthy behaviors S: diverse C: not all facts; only relevant evidence

  12. An Integrated Model of Persuasion (Petty & Cacioppo, 1986; O’ Keefe, 2009) Message-Argument Processing Cognitive and Emotional Responses toward Arguments Central Route EL= High Attitude-Formation Processes Enduring Attitude Change • Exposure to Message: • Message Arguments • Peripheral Cues Receiver Motivation, Ability, and Opportunity to Process Message EL= Moderate Attitude Attitude-Formation Processes Temporary Attitude Change EL= Low Cognitive and Emotional Responses toward Peripheral Cues Peripheral Route Peripheral-Cue Processing

  13. 3 Interpersonal skills • Listen and pause before speaking • Lead and pace with emotion • Address non-verbal feedbacks (Maya Thailand, 2009) Aug 25, 2010 Persuasion

  14. Product - Benefit • Turn product into benefit (claim) to be appeal to the target audience • Claim: • benefit not feature • Support: evidence • Persuasive evidence - New - Connected - Believable (Maya Thailand, 2009) Aug 25, 2010 Persuasion

  15. Product = Exercise • Feature-attribute = good health (Professional language) • Decrease BP • Increase Good cholesterol • Produce endorphin • Build muscle strength • Change to lay (human) language or claim • Benefit 1 = lose weight • Benefit 2 = look better, feel better • Benefit 3 = be sexier Aug 25, 2010 Persuasion

  16. Product = tooth brushing • Benefit 1 = • Benefit 2 = • Benefit 3 = Persuasion

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