There are two forms of intercourses between groups : Force and
If one party compels another to do something instead of persuading
him , this is despotism.
A person with strength of character can listen to persuasion, weigh
what is said , and arrive at informed solution.
Before engaging in persuasion, take time to settle a few questions in your
1.What do I wish to accomplish?
2.What are the interests of the people to whom I shall be
3.What are the facts I wish to tell them?
1. Show that a problem exists or a situation needs correction
2. Explain the essential elements of the problem or the various aspects of
3.Tell about the reasons for failure of previous attempts.
4. Show why your solution is the best one.
5. Show the benefits to who join in reaching it.
1.To accomplish change in attitude:
Suggestion for change must be first be received and accepted.
“Acceptance of the message” is a critical factor in persuasive
2.The suggestion is more likely to be accepted if it meets
existing personality needs and drive.
3.The suggestion is more likely to be accepted if it is in
harmony with the group norms and loyalties.
4.The suggestion is more likely to be accepted if the source is
perceived as trustworthy or expert.
5. A suggestion in the mass media , coupled with face-to-face
reinforcement, is more likely to be accepted than a suggestion
earned by either alone or with another , other things being equal.
6. Change in attitude is more likely to occur if the suggestion is
accompanied by other factors underlying belief and attitude.This
refers to a changed environment which means acceptance easier.
7.There probably will be more opinion change in the desired
direction if the conclusion are explicitly stated than if the audience
is left to draw its own conclusion.
8.When the audience is friendly, or when immediate but temporary
opinion change is wanted , it is more effective to give only one side
of the argument.
9.When the audience disagrees, or when the it is probable that it
will hear the other side from another source, it is more effective to
present both sides of the argument.
10. when equally attractive opposing views are presented one after
the other, the one presented last will be more effective.
11. Sometimes emotional appeals are more influential depending
on the message and the audience.
12. A strong threat is generally less effective than a mild threat in
inducing desired opinion change.
13.There is a “sleeper effect” in communication received from
sources which the listener regards as having low credibility. In some
tests time has tended to wash out the distrusted source and leave
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