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Persuasion

Persuasion. Persuasion. Basic Definition:. Ethical attempt to alter BAVAs. Operational Definition:. Gain acceptance of your proposal. Directed attitude change. To CWD. Persuasion. : Types of Attitude Change. 2. 1. VSA SA A N D DS VSD. 2. 1. 2. 1.

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Persuasion

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  1. Persuasion

  2. Persuasion Basic Definition: Ethical attempt to alter BAVAs Operational Definition: Gain acceptance of your proposal Directed attitude change To CWD

  3. Persuasion : Types of Attitude Change 2 1 VSA SA A N D DS VSD 2 1 2 1 VSA SA A N D DS VSD VSA SA A N D DS VSD

  4. Persuasion : Proving your Points Toulmin Model of Logical Reasoning Desired end result Claim: value believe act Propositions Purpose Statement

  5. Toulmin Model of Logical Reasoning Claim: Purpose Statement Warrant: General support for Claim Major Arguments Main points of Outline

  6. Toulmin Model of Logical Reasoning Claim: Purpose Statement Warrant: General support for Claim Data: Specific support for Warrant Relevant Novel Credible

  7. Toulmin Model : Outline Format Claim: Purpose Statement I. Warrant: A. Data: B. Data: II. Warrant: A. Data: B. Data:

  8. Persuasion : What are my Points? Claim: Desired end result believe value act Propositions Fact Value Policy

  9. Persuasion : Proposition of Fact Goal: Prove statement is true or false Examples: The U.S. economy is in a recession The U.S. economy is not in a recession Key Words: Is/is not (true/false)

  10. Persuasion : Proposition of Fact How do you PROVE it? Preponderance of Evidence More facts Better facts Can have a “Final Answer”

  11. Persuasion : Proposition of Value Goal: Accept a value judgment “+/-” Examples: A recession is good for the economy A recession is bad for the economy Key Words: good/bad, right/wrong, etc

  12. Persuasion : Proposition of Value How do you PROVE it? Set a Decision Standard Apply the Standard

  13. Persuasion : Proposition of Value Yes/moral Aud dec std No/notmoral Requested Action And Reasons Yes/moral Bill’s dec std No/notmoral

  14. Persuasion : Proposition of Value Requested Action And Reasons NEW Aud dec std Yes/moral No/notmoral Yes/moral Bill’s dec std No/notmoral

  15. Persuasion : Proposition of Policy Goal: Advocate an Action “to do” Examples: The Bush tax reform act should be passed The Bush tax reform act should not be passed Key Words: should/would (do something)

  16. Persuasion : Proposition of Policy How do you PROVE it? Problem Exists Problem is Serious – “Harm” Solution - Solvency Policy Superiority Better, cheaper, faster Few alts > point-by-point Many alts > “lump & dump”

  17. Persuasion : Strategic Persuasion 1) FACTS versus EMOTIONS New Atts New Atts Changes Old NOT change Old Long Term Short Term Default: FACT or COMBINE

  18. Persuasion : Strategic Persuasion 2) PRIMACY versus RECENCY Hybrid Pure Hostile Aud Favorable Aud Quality Quantity Default: PRIMACY

  19. Persuasion : Strategic Persuasion 3) ONE SIDED vs TWO SIDED Uninformed Informed Isolated Aud Controversial Topic Refutational Default: TWO SIDED

  20. Persuasion : Strategic Persuasion 4) IMPLIED versus STATED CONCL Few Alts Many Alts Motivated Aud Prop of VALUE Prop of POLICY Default: STATED

  21. Persuasion : Strategic Persuasion Basic Starting Strategy: 1) Facts must be used 2) Primacy Hybrid 3)Two-Sided Refutational 4) Stated Conclusion

  22. ELM: the Elaboration Likelihood Model of Persuasion “Persuaders don’t persuade, they stimulate you to persuade yourself” Basic Strategy: to increase the likelihood of positive elaborations Two Elaborative Paths : Central Peripheral

  23. ELM: Which path to take? Audience INVOLVEMENT on the ISSUE Issue Involvement - + Central Peripheral

  24. ELM: the CENTRAL path … the Logical/Rational route … Direct and Long lasting New attitude

  25. ELM: Using the CENTRAL path Issue Involvement + Initial reaction Salience Credibility Good style Central Motivation To Process Clear structure Quality arguments Repetition Good style Capacity To Process

  26. ELM: the Peripheral path … the Emotional/nonrational route … Indirect and Short term New attitude Cue

  27. ELM: Using the Peripheral path Consistency Theory: do the links make sense? Balance Theory: the ‘product’ must be ‘positive’ New attitude Cue

  28. Using Fear Appeals Fear motivates change change L M H E Level of fear

  29. Effective Fear Appeals: Terror Management Theory Creating Fear through TMT: Perceived as really fearful change Not easily discredited Credible L M H E Level of fear

  30. Effective Fear Appeals: Terror Management Theory Resolving Fear through TMT: Fear is uncomfortable change Act to reduce fear Solution must be: L M H E immediate Level of fear complete safe

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