Brigham- Rothwell- Chapter 15.pdf

4/14/2010 1 GCOM Matt Brigham Spring 2010 triangle45right ?Persuasion is a communication process of converting, modifying, or maintaining the attitudes or behavior of others.? triangle45right Persuasion vs Coercion triangle45right Attitudes and behaviors can be relatively consistent or inconsistent- what factors affect this link? triangle45right Start with a _________, ?a pre-existing attitude on an issue?/?reference point? ? May be: circle3 Latitude of acceptance circle3 Latitude of __________ circle3 Latitude of rejection ? Affected by ego involvement ? Radical conversion is unlikely except in cases where____ ? Modification is more likely to be successful, as it can incrementally move the anchor ? Can also persuade to maintain current attitudes and behavior (create resistance to counterpersuasion- through ____________ and ______________) 4/14/2010 2 triangle45right Two routes for evaluating messages: central and ___________ ? What does a listener consider in each? ? Uninvolved listeners use _____, involved use _______ triangle45right Parallel processing- often use both, but primarily one or other. Depends on _______ and ____________ triangle45right Which type of processing would we ideally like to encourage? triangle45right As with most elements of communication, persuasion is strongly influenced by culture triangle45right For instance, individualism-collectivism dimension affects relative persuasiveness of messages triangle45right Identification (Kenneth Burke) ? Likeability/relatability ? Stylistic similarity ? Substantive similarity triangle45right Credibility/Ethos (Aristotle) ? Competence ? Trustworthiness ? Dynamism ? Composure 4/14/2010 3 triangle45right ?Building arguments based on logic and evidence?-Logos (Aristotle) circle3 Proposition circle3 ?primary, overriding claim for a persuasive speech? circle3 Types: fact, policy, value circle3 Consider quantity and quality of arguments triangle45right Cognitive _______, contrast effect triangle45right Emotional Appeals- _____ (Aristotle) circle3 Under what conditions are they ethical/unethical? circle3 Fear appeals only work under specific sets of conditions triangle45right What does Rothwell mean by ?a two-sided organizational pattern?? triangle45right Refutation: ?answering opposing arguments? 1. ?State the opposing argument? 2. ?State your reaction to the opposing argument? (your claim) 3. ?Support your response with ______ and _______? (again, like Toulminmodel, offering warrant and backing) 4. ?Indicate what effect, if any, opposing arguments have had on the strength of your case? (sometimes acknowledging weakness buys more goodwill for you and thus strengthens your argument in the view of your audience) brighamp Microsoft PowerPoint - Brigham- Rothwell- Chapter 15- April 2010.pptx