Methods of coping with imbalance by receivers. Case 2 - Involuntary exposure to counter information that casts doubt on what you currently believe -- Dissonance is high if: Case 4 -- Forced compliance offer rewards for doing something not liked in a. When reward is low; persuasion is high if act is done.
This unit talks about theories of persuasion Persuasion in an interpersonal Setting: Broad Starting Points In every act of persuasion, the persuader has to find ways to motivate the recipients so that they will voluntarily change their attitudes or behaviour.
For example, you might want a group of colleagues to be more positive about affirmative action in the workplace an attitudinal changeor you might want to persuade someone to stop smoking a behavioural change or to vote in the next election also a behavioural change.
How do you go about it? In order to motivate people, we must pay attention to both the verbal and nonverbal messages that we send. These messages must complement each other. A nonverbal message complements the verbal message when it conveys the same meaning.
The voice may also contradict the verbal message. A change in pitch, for example, can tell us that someone is perhaps telling a lie or being sarcastic or merely teasing. Research has shown that when we are attempting to conceal the truth, our pitch tends to become higher and this contradicts the verbal message.
Verbal Messages Before you study this section, let us sort out the information it contains so that you can see at a glance how the various subsections relate to each other. The three aspects of verbal messages that the persuader has to consider are: The types of proof discussed in this section are evidence and 3.
Needs are the basic requirements of life. They can range from the physical need for food and shelter to our need for an overall sense of wellbeing based on some sort of success for example, passing an examination.
The person who is looking at a new car or stove because he or she needs one immediately is more likely to buy one than the person who is just thinking how nice it would be to own the latest model. The classic theory that outlines basic human needs was developed by Abraham Maslow This is explained below: Self-actualisation is the need to develop our potential as human beings, to achieve our highest goals.
Self-actualisaton is the least concrete of all our needs. It includes excelling in the activities you perform, expressing your creativity, and generally feeling that you are growing as an individual. However, whereas all people are motivated by physiological needs, relatively fewer are motivated by safety needs, and the number involved in the other motivations steadily decreases to the top, where considerably few respond to self-actualisation needs.
To be an effective persuader, you must bear in mind that, if your recipients have to spend most of their time and energy satisfying their physiological and safety needs, they will have little time left for higher needs.
To persuade your recipients, you need to do two things: If you were trying to persuade an audience to join your medical aid scheme, for example, your appeal would be to the need for adequate health care.
You would point out that the continued satisfaction of this need is threatened by the ever-increasing cost of medical care. You would then present convincing supporting material proof to persuade them that your particular medical aid scheme can look after the health care needs of their family.
We will discuss types of proof later on in this section. Therefore, ideas from other cultures do not always agree with the order in which Maslow has placed the needs. But, then, some cultures place the highest value on qualities such as mutual cooperation or equal opportunity for all.
In such cultures, repressing your personal needs and desires and focusing on the needs of other people and the community may take the highest place in the hierarchy.
Research shows that people like their lives to be predictable — we do not like unexpected change. We therefore tend to pay attention to messages that are consistent with our existing attitudes and behaviour and avoid messages that contradict or challenge them.
Research also shows that our attitudes and behaviour are either in a state of consonance balance or dissonance imbalance. We will feel dissonance if we are presented with information that is inconsistent with our current attitudes or behaviour.
We need to be consistent otherwise we experience psychological tension discomfort.something persuasive. First, persuasion involves a goal and the intent to achieve that goal on the part of the message sender.
Second, communica-tion is the means to achieve that goal.
Third, the message recipient must have free will (i.e., threatening physical harm if the recipient doesn’t comply is usually considered force, not persuasion). The Communication, Media, and Persuasion curriculum program offerings emphasize the importance of a strong liberal arts education as well as relevant technical skill development in preparing students for communication careers and for participation as members of a diverse global society.
Advanced theory and performance course . This theory involves a persuasive person deliberately breaking one of the four conversational maxims.
These are the four: Quantity: Information is complete and full. increase persuasion because of classical conditioning. One of the earliest and inﬂuential general theories of per- suasion in the modern era was based on learning theory prin-.
The James E. Rogers Department of Communication, Media, and Persuasion administers a Bachelor of Arts in Communication with emphases in Corporate Communication, Rhetoric, Visual Communication, and Multi-Platform Journalism; and minors in Public Relations/Advertising, Rhetoric, Visual Communication, and Leadership.
persuasion theory was in the Hovland group’s eventual dis-tinction between persuasion based on learning simple aug-menting or discounting cues versus persuasion based on learning the message arguments (e.g., Kelman & Hovland, ).
The key idea was that, separate from the impact of.