CHAPTER 14 PERSUASIVE COMMUNICATION MGT 3213 ORG

CHAPTER 14 PERSUASIVE COMMUNICATION MGT 3213 – ORG. COMMUNICATION Mississippi State University College of Business

What is Persuasion? An act or process of presenting arguments to move, motivate, or change your audience Motivation is distinct from persuasion It involves the force, stimulus, or influence to bring about change Measurable gain: A system of assessing the extent to which audience members respond to a persuasive message

Figure 14. 1 - Measurable Gain

Principles of Persuasion Reciprocity The mutual expectation for exchange of value or service. When one person gives you something, you are expected to reciprocate, even if by only saying “thank you. ” Scarcity The perception of inadequate supply or limited resource. We are all attracted to the rare, unusual, and unique. Can be used to create a sense of urgency that motivates action. https: //www. youtube. com/watch? v=xoc. Wefok. Zx 4

Principles of Persuasion Authority We are persuaded by people who have credibility, who we trust. Consensus Why testimonials are powerful. When we lack information, we trust the “herd” (why peer influence is powerful) Liking We trust people we like. We like people who are similar to ourselves. We feel safe with people who are similar to ourselves. We are persuaded by people we trust and like.

Persuasive Messages: Plan Before You Write Know your product, service, or idea Know your audience Know the desired action you wish your audience to take

How To Know Your Product Read all the available literature Use the product or watch others use it Compare the product, service, or idea with others Conduct tests or experiments Talk to people who really use the product

How to Know Your Receiver Identify basic demographics Age, gender, educational background, income level, race… Know receiver’s wants and needs Consider how you can meet needs based on Maslow’s hierarchy

Maslow’s Hierarchy of Needs Self-actualization needs Ego needs Social needs Security and safety needs Physiological needs

Maslow in Advertisements

Maslow in Advertisements • Arbys http: //www. youtube. com/watch? v=Vg 05 v. Toa 7 Zk • Volkswagen http: //www. youtube. com/watch? v=9 W 5 k. Ul 1 YUY 0 • Under. Armour http: //www. youtube. com/watch? v=T 5 b. Nyertg 98

Goals of Persuasive Messages Stimulate (inspire, motivate) Convince (change attitudes/beliefs) Call to action (do something) Adoption (buy a carbon monoxide detector) Discontinuance (stop smoking) Deterrence (don’t do drugs!) Continuance (keep up your current exercise routine!) Other potential “actions”: get more information, call a 1 -800 phone number, visit a website, attend an event Increase consideration (build awareness) Develop tolerance of alternate perspectives (build awareness)

Inductive Outline Used in Persuasive Messages

Gaining Attention in Sales Messages Analogy Personal experience Split sentence Story/Quote/ Question Solution to a problem Startling statement What-if opening

Split Sentences Imagine relaxing on a pristine, white sand beach in December … you can make that dream a reality with a Carnival Caribbean cruise! Imagine a world where every child has a safe place to go after school … your donation to the Boys and Girls Club of Starkville makes that possible.

Introducing the Product, Service, or Idea Be cohesive Attention-getter introduction must lead naturally to Stress a central selling point Attention-getter must lead to discussion of distinctive feature Be action-oriented Place product in the receivers’ hands and allow them to use it

‘Applewood-Smoked Bacon’ Just Tastes Better Vivid menu descriptions increase restaurant sales up to 27 percent “applewood-smoked bacon” “Maytag blue cheese” “buttery plump pasta” Diners feel more satisfied after eating a Southwestern Tex-Mex Salad than after eating the same salad with a blander name **According to research by Brian Wansink

Use adjectives that are: Vivid. Sensory. Applewood smoked bacon. Descriptions like this engage the readers’ senses. Emotional or nostalgic. “Freshly cracked, ” “light-and-fluffy, ” “handcrafted, ” “triple-basted” and “slow-cooked” paint pictures in the readers’ minds. Those pictures are more compelling than, say, a plain, old omelet. “Aged Vermont cheddar” evokes images of crusty New England dairymen rather than Kraft mega-plants. “Boodie’s Chicken Liver Masala” and “Grandma’s zucchini cookies” also evoke emotion and nostalgia. Specific. “Wild Alaskan” salmon conjures up visions of vigorous, healthy fish swimming in pristine, unpolluted streams.

Build Desire Using Persuasive Techniques Provide specific evidence to back up your statements (your claims) Be objective, excluding exaggerations and subjective claims

Table 14. 3 - Toulmin’s Three-Part Rhetorical Strategy

Convincing Customers with Testimonials, Guarantees, and Samples Tell what others have said about your product Provide guarantees or free trial offers Allow customers to sample product before buying http: //www. youtube. com/watch? v=ZKLnhuzh 9 u. Y

Appealing to Emotions Why do we do irrational things? Emotions are often contagious If abused, creates emotional resistance Be cautious when sharing personal stories/experiences Lack of emotional control damages your credibility

Subordinating the Price Create desire for the product first Use figures to show the price saves money State the price in small units Invite comparisons with like products Put price in a dependent clause combined with the central selling point Magic Bullet: http: //www. youtube. com/watch? v=ZILNb. EV 91 -g Bose: http: //www. youtube. com/watch? v=o 0 Ywhw 7 S 8 v 0

Motivating Action Make the action clear and simple to complete Restate the reward for action, relate to central selling point Provide incentive for quick action Discounts, coupons Free Must gift with purchase offers have a deadline for action! Ask confidently for action

Packaging & Design Chile's ADT security company has been sliding spring-loaded envelopes under people's doors. The only text on the box, a note from ADT reading: "Breaking into your apartment is easier than you think. "

Guidelines for Ethical Persuasion Do not: Use false, fabricated, misrepresented, distorted or irrelevant evidence to support arguments or claims Intentionally use unsupported, misleading, or illogical reasoning Represent yourself as informed or an “expert” on a subject when you are not Use irrelevant appeals to divert attention from the issue at hand Deceive your audience by concealing your real purpose, self-interest, the group you represent, or your position as an advocate of a viewpoint Distort, hide, or misrepresent the number, scope, intensity, or undesirable features of consequences or effects Use “emotional appeals” that lack a supporting basis of evidence or reasoning Pretend certainty where tentativeness and degrees of probability would be more accurate

Table 14. 5 – Fallacies

Table 14. 5 – Fallacies (Contd. )

Other Potential Problem Areas Are your comparative statements misleading? http: //youtube. com/watch? v=v. Y 0 Yyi. Zfn. Gk http: //www. youtube. com/watch? v=ru. Ip. TQAIb. LE http: //www. youtube. com/watch? v=r. UC 0 fu. VTX 4 E

Other Potential Problem Areas Have you offered a clear definition of offered product or service? http: //www. msnbc. msn. com/id/303 2600/vp/46860128#46860128