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  1. 1. Persuasion
  2. 2. Persuasion is an important communication tool inbusiness, Its used to resolve disputes or change a person’s attitude towards a task or a person. DefinationAn act of influencing someone by arguments or reasons
  3. 3. BeliefsAttitudesOpinions
  4. 4. Successful Attempts at Persuasion Gaining the attention of audience. Providing the appropriate motivation for your Audience. 1.Human needs as motivations. a. Maslow’s Hierarchy of Humans. •Physiological needs •Safety needs •Love and belonging or Social needs •Esteem •Self-actualization •Self-transcendence
  5. 5. b.ERG THEORY: •Existence needs : Physiological and safety needs •Relatedness needs: Social and external esteem needs •Growth needs: Self-actualization and internal esteem needs
  6. 6. c. Packard’s Eight(8) hiddenNeeds: Needs for Emotional security Needs for Reassurance of worth Needs for Ego gratification Needs for Creative outlets Needs for Love objects Needs for Sense of power Needs for Roots Needs for Immortality
  7. 7. Relating needsTheory to Persuasivemessages.i) A high credible source gets a good response from a fearappeal.ii) If a strong fear appeal threatens the welfare of a lovedone,it tends to be more effective than if it threatens themembers of the audience themselves.iii) A strong fear appeal may be related to personalitycharacteristics of the audience.iv) The arousal of fear in an audience seems to depend on thespeaker’s ability to convince the audience of the probabilitythat the threat will materialize and the magnitude of theconsequences.
  8. 8. Social conformity as motivation i) Admired individuals. ii) Peer groups. iii) Societal norms.
  9. 9. Channeling the motivation of your audience to take action: •Recommend a specific proposition or perposal. •Show the high probability that the satisfactions will beforthcoming. Inducing resistance in the audience to counter-persuasion: •State opposing arguments and refute them. •Encourage audience. •Wern the audience that other will attempt to get them tochange their minds.
  10. 10. Should you use a One-sided Argument or Two: One-sided Arguments work best:•When the audience agree with your position and your aim is simply tointensify agreement.•When the audience is not well-educated or has relatively low self-esteem.•When the audience will not be later exposed to any form of counter-persuasion.Two-sided Arguments work best:•When the audience initially disagrees with your proposal.•When you know the audience will be exposed to subsequent counter-persusaion or propaganda.•When the audience has low level of knowledge or personal involvementwith the topic.•When you hope to produce more enduring results.
  11. 11. Managing Heads and Hearts to change behavioral Habits: You must create a new frame of reference through whichinformation and messages are interpreted. You must manage the emotions and expectations of youraudience. You must provide constant reinforcement to preventbacksliding.
  12. 12. Five Myths about changing Behavior:Myths#1: Crisis is a powerful impetus for change.Myths#2: Change is motivated by fear.Myths#3: The fact will set us free.Myhts#4: Small, gradual change are always easier to makeand sustain.Myths#5: we can’t change because our brains become”HardWires” early in life.
  13. 13. Being persuasive:Know your audience.Know what you want and what they want.Select your evidence carefully.Keep the argument simple.Listen before you speak.Manage your emotion as well as thiers.Connect with your audienceon a personal level.