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 © 2018 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. © 2018 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? © 2018 5Coercion vs. Persuasion Perception of Choice Coercion Persuasion ThreatsArgument Physical forceEvidence BlackmailReasoning ViolenceEmotion © 2018 6Three Goals of PersuasionConversionModificationMaintenance © 2018 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 © 2018 8Conversion is an Extremely Difficult Goal © 2018 9Why Conversion Is Extremely Difficult Social Judgment Theory © 2018 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. © 2018 11Maintenance: Keep ‘Em Coming Back © 2018 12Attitude-Behavior Consistency © 2018 13Reasons for Attitude-Behavior InconsistenciesDirect vs. indirect experienceSocial pressureEffort required © 2018 14Direct Experience: No Secondhand AttitudesAttitudes formed from direct experience usually conform more closely to actual behavior than those formed more indirectlyHelp your audience feel that they are affected by the problem you describe or empathize with those afflictedExample of direct versus indirect experience © 2018 15Social Pressure: Getting Heat from Others © 2018 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 © 2018 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 ...

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
© 2018
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.
© 2018
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?
© 2018
5Coercion vs. Persuasion
Perception of Choice
Coercion Persuasion
ThreatsArgument
Physical forceEvidence
BlackmailReasoning
ViolenceEmotion
© 2018

2. 6Three Goals of PersuasionConversionModificationMaintenance
© 2018
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
© 2018
8Conversion is an Extremely Difficult Goal
© 2018
9Why Conversion Is Extremely Difficult
Social Judgment Theory
© 2018
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.
© 2018
11Maintenance: Keep ‘Em Coming Back
© 2018
12Attitude-Behavior Consistency
© 2018
13Reasons for Attitude-Behavior InconsistenciesDirect vs.
indirect experienceSocial pressureEffort required
© 2018
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
© 2018
15Social Pressure: Getting Heat from Others
© 2018
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
© 2018
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
© 2018
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.
© 2018
19Examples of ELM
Parallel processing: using both central and peripheral routes to
persuasion.
“The Great Debaters”
© 2018
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.