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Persuasion Skills:
Understanding Behaviour
Values; Beliefs and Attitude
Dr. Debaleena Dutta
Persuasion Skills: Definition
Persuasion Skills include:
The ability to build rapport, and
Convince your listener to think or act
accordingly, as you say to him/her.
Persuasion Skills: Definition
Persuasion is a highly skilled communication.
It requires:
Knowledge of self and others
in terms of values, beliefs and attitude.
Only when these three factors are matched, we can change behaviour
(action) of our listener.
Values: Definition
• We all are born into a specific
culture.
• That culture has its own way of
seeing things.
• Things are seen positively or
negatively.
• This binary manner of viewing
things is called “Values”.
• Eg.: Greeting with body contact is
seen positively in western cultures.
Negatively in eastern cultures.
Beliefs: Definition
• Beliefs are the value-system embedded in each individual family.
• Every family interprets the cultural values of a nation in its own,
specific way.
• Accordingly, the parents pass on such family-values, aka belief-system
to the kid.
Eg.: Cultural value: be strong
Family value: do not weep or show emotions.
Attitude: Definition
• Attitude is like ‘glasses to see the world’.
• Based on your family training, you look upon certain things as good or
bad.
• Accordingly, you have a positive or negative bias towards that thing.
Eg.: A boy-child trained not to show emotions, will grow up to be a man
who hides emotions. He will think bad of those men who cry, and think
highly of those men who suppress their emotions.
Behaviour: Definition
• A set of actions, that result from our attitude-bias and family beliefs.
Eg.: The boy who hides emotions, will always behave rudely to people,
especially men, who cry or express emotions.
A Person = blend of values, beliefs, attitude and behavior
• We all are born into a family.
• The family is a part of a culture, in a nation.
• The culture and nation combine together
to give the family a structure of values.
• With that, one family interact with another.
• However, every family makes a unique
interpretation of those values, according to
its needs. So, family gives the child the
belief system.
Eg.: Even in a patriarchal society, a girl may
be brought up like a son, because the father
believes in gender equality.
A Person = blend of values, beliefs, attitude and behaviour
• Based on the treatment thus received,
both the girl and boy child of that
family will grow up to have a belief in
gender equality.
• This will translate into specific
attitude and behaviour.
• They will become friends with people
who have the same mentality.
• They will protest against/ avoid any
discrimination based on gender.
Impact on Interpersonal Communication
• A person can judge another person
only through his/her actions, i.e.
behaviour.
• That means, all that one says, writes
and does, come under behaviour.
• Others interpret this “information”
as attitude and belief of that person.
• Accordingly, they behave positively,
negatively or neutrally with that
person.
• If we keep this in mind, we will pay
attention to how we behave with
others.

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Values, belief, attitude and behavior

  • 1. Persuasion Skills: Understanding Behaviour Values; Beliefs and Attitude Dr. Debaleena Dutta
  • 2. Persuasion Skills: Definition Persuasion Skills include: The ability to build rapport, and Convince your listener to think or act accordingly, as you say to him/her.
  • 3. Persuasion Skills: Definition Persuasion is a highly skilled communication. It requires: Knowledge of self and others in terms of values, beliefs and attitude. Only when these three factors are matched, we can change behaviour (action) of our listener.
  • 4. Values: Definition • We all are born into a specific culture. • That culture has its own way of seeing things. • Things are seen positively or negatively. • This binary manner of viewing things is called “Values”. • Eg.: Greeting with body contact is seen positively in western cultures. Negatively in eastern cultures.
  • 5. Beliefs: Definition • Beliefs are the value-system embedded in each individual family. • Every family interprets the cultural values of a nation in its own, specific way. • Accordingly, the parents pass on such family-values, aka belief-system to the kid. Eg.: Cultural value: be strong Family value: do not weep or show emotions.
  • 6. Attitude: Definition • Attitude is like ‘glasses to see the world’. • Based on your family training, you look upon certain things as good or bad. • Accordingly, you have a positive or negative bias towards that thing. Eg.: A boy-child trained not to show emotions, will grow up to be a man who hides emotions. He will think bad of those men who cry, and think highly of those men who suppress their emotions.
  • 7. Behaviour: Definition • A set of actions, that result from our attitude-bias and family beliefs. Eg.: The boy who hides emotions, will always behave rudely to people, especially men, who cry or express emotions.
  • 8. A Person = blend of values, beliefs, attitude and behavior • We all are born into a family. • The family is a part of a culture, in a nation. • The culture and nation combine together to give the family a structure of values. • With that, one family interact with another. • However, every family makes a unique interpretation of those values, according to its needs. So, family gives the child the belief system. Eg.: Even in a patriarchal society, a girl may be brought up like a son, because the father believes in gender equality.
  • 9. A Person = blend of values, beliefs, attitude and behaviour • Based on the treatment thus received, both the girl and boy child of that family will grow up to have a belief in gender equality. • This will translate into specific attitude and behaviour. • They will become friends with people who have the same mentality. • They will protest against/ avoid any discrimination based on gender.
  • 10. Impact on Interpersonal Communication • A person can judge another person only through his/her actions, i.e. behaviour. • That means, all that one says, writes and does, come under behaviour. • Others interpret this “information” as attitude and belief of that person. • Accordingly, they behave positively, negatively or neutrally with that person. • If we keep this in mind, we will pay attention to how we behave with others.