The document discusses the foundations of persuasive speaking, defining persuasion as the process of changing or maintaining attitudes and behaviors. It differentiates between persuasion and coercion, outlines goals such as conversion, modification, and maintenance, and introduces the elaboration likelihood model for processing persuasive messages. Additionally, it highlights factors influencing attitude-behavior consistency and cultural impacts on persuasion.

1. Practically Speaking
by J. Dan Rothwell
© 2018
2Chapter 15Foundations of Persuasive SpeakingDefining
PersuasionGoals of PersuasionAttitude-Behavior
ConsistencyElaboration Likelihood ModelPropositions: Fact,
Value, and Policy ClaimsCulture and Persuasion
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3Chapter 15 Learning Objectives1 Identify the definition of
persuasion in the context of speech content.2 Choose an
appropriate goal of a persuasive speech for a given audience.3
Determine the inconsistencies in audience attitude and behavior
that can impact how a speaker chooses a persuasive speaking
strategy.4 Identify how to use the elaboration likelihood model
to help listeners sort important and relevant persuasive
content.5 Determine strategies for choosing an effective type of
persuasive proposition for a given audience.6 Assess how
culture can impact a given persuasive speaking situation.
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4Defining Persuasion
Persuasion is the communication process of converting,
modifying, or maintaining the attitudes and/or behavior of
others
What is the difference between coercion and persuasion?
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5Coercion vs. Persuasion
Perception of Choice
Coercion Persuasion
ThreatsArgument
Physical forceEvidence
BlackmailReasoning
ViolenceEmotion
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2. 6Three Goals of PersuasionConversionModificationMaintenance
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7Conversion: Radical PersuasionThe Social Judgement Theory
of persuasion says that listeners compare persuasive messages
with attitudes they already holdListeners rely on anchors, or
reference points, to form their latitude of:
AcceptanceNoncommitment, and/orRejection
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8Conversion is an Extremely Difficult Goal
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9Why Conversion Is Extremely Difficult
Social Judgment Theory
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10Modification: Do Not Ask For the Moon
Incremental change, not abrupt, major change is far more likely
to be persuasive
Ban ALL guns
Ban assault rifles
Vs.
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11Maintenance: Keep ‘Em Coming Back
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12Attitude-Behavior Consistency
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13Reasons for Attitude-Behavior InconsistenciesDirect vs.
indirect experienceSocial pressureEffort required
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14Direct Experience: No Secondhand AttitudesAttitudes formed
from direct experience usually conform more closely to actual
behavior than those formed more indirectlyHelp your audience

3. feel that they are affected by the problem you describe or
empathize with those afflictedExample of direct versus indirect
experience
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15Social Pressure: Getting Heat from Others
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16Effort Required: Degree of DifficultyFind the easiest ways
for listeners to express their supportSuggest ways that even
complex solutions can be implemented in relatively simple,
straightforward stepsExample of effort required with solutions
to opioid addiction
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17Elaboration Likelihood ModelThe elaboration likelihood
model (ELM) of persuasion explains how listeners cope with
and sort persuasive messagesThere are two primary routes to
persuasion according to ELM:
Central Route (skepticism): Use of reasoning and
evidencePeripheral Route: Considering likeability, credibility,
celebrity, physical attractiveness, and body language cues
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18Elaboration Likelihood Model:Identifying Peripheral Cues
Identify the peripheral cues of both speakers in the photo based
on likability, credibility, celebrity, physical attractiveness, body
language cues.
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19Examples of ELM
Parallel processing: using both central and peripheral routes to
persuasion.
“The Great Debaters”
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20Review of Chapter 15 Learning Objectives1 Identify the
definition of persuasion in the context of speech content.2
Choose an appropriate goal of a persuasive speech for a given

4. audience.3 Determine the inconsistencies in audience attitude
and behavior that can impact how a speaker chooses a
persuasive speaking strategy.4 Identify how to use the
elaboration likelihood model to help listeners sort important and
relevant persuasive content.5 Determine strategies for choosing
an effective type of persuasive proposition for a given
audience.6 Assess how culture can impact a given persuasive
speaking situation.