Persuasive Communication

Persuasive Communication

1. Content of the Communication

   • When people understand a message and respond favourably to it, they are likely to be persuaded
   • More convinced by an expert
   • TV~ Simple Print(Newspaper)~ Facts and Figures
   • Evoke emotion
     • We are less likely to process the information correctly
       • Use of fear is more successful than the liking of good mood and ability

2. Characteristics of the Audience

   • Cognition
     • People with a high 'need for cognition' more persuaded by strong arguement
       • 'Need for Cognition'= Enjoying checking for issues, inconsistencies and weighting up the pros and cons (Cacciopo & Petty, 1982)
     • People low in cognition, disregard strength. More swayed by trustworthiness and expertise
   • Gender (Deborah Tannen, 1990)
     • Male
       • More direct
       • Center of attention
       • Status
     • Female (Nurture)
       • more indirect (Not demanding)
       • Visual Images of family and children
   • Culture
     • Western (Independent)
       • Strategies that are more directional and informal
       • Strongly appeal to logic
     • Chinese (Interdependent)
       • Appeal to both logic (statistics) and emotions (pleasure)
       • Strategies that are more indirectional and polite

3. Source of Communication

   • Trustworthiness
     • Polite form of address
     • Dress formal
     • Provide statistics
     • Advertising qualification
   • Fast talkers (Smith & Shaffer, 1995)
     • Audience assume that fast speaker is more intelligent and knowledgeable
       • Fast presentation makes it more difficult for the audience to evaluate the content properly
       • Rapid speech conveys the impression that the speaker knows what he or she is talking about
   • Expertise (Smith & Mackie, 2000)
     • People are more likely to accept the word of people with expertise in an area, even without assessing the validity of their claim
   • Popular and attractive communicators are more effective than unpopular or unattractive ones (Kiesler J Kiesler, 1969)

4. Gaining Attention

   • Grabbing attention before we turn out
     • Bright and eye catching colours
     • Loud volume
   • Personal Persuasion: Timing is critical
     • Eg. Adolescent wanting to go to a party will not ask their mother if they are tired, busy or angry
   • catching opening gimmick
   • Something that piqued our curiosity

5. Involves trying to change the beliefs, feelings and behaviors of another. What affects the audience's reactions needs to be known to be successful

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