Effective Communication

“the process of creating, reinforcing, or changing people’s beliefs or actions”

• Persuasion

• Persuation

• Persuassion

• Persuasive

Many are not comfortable with prospect of persuasion, because:

• Because they don't want it.

• Because they are introverted

• Seen as bad luck

• Seen as manipulative, power-driven

Information + ______ = Persuasion

Three possible goals of persuasion ( from 0 to + 2 or +3)

• Changing

• Creating

• Reinforcing

Three possible goals of persuasion ( from + 2 to +3)

• Creating

• Changing

• Reinforcing

Three possible goals of persuasion ( from - to +)

• Changing

• Creating

• Reinforcing

Why is Persuasion Hard? (Choose 2)

• Change is stressful and undesirable

• Change is not stressful

• Selective exposure to protect our current thinking

• Theory of cognitive consonance

Traditional Views of Persuasion : Originally seen as pure emotional appeals or use of audience emotion to persuade

• Ethos

• Logos

• Pathos

Traditional Views of Persuasion : appeals to the audience’s logical reasoning by using evidence, facts, data, and structured arguments.

• Ethos

• Logos

• Pathos

Traditional Views of Persuasion : appeals to the speaker’s or writer’s credibility, character, and authority, persuading the audience to trust their expertise or moral integrity.

• Ethos

• Logos

• Pathos