Reference no: EM133016088

Persuasive Theory Supplement

Basic Persuasion Theory and Concepts

Definition of Persuasion: The process of changing, shaping, or reinforcing attitudes, beliefs, values, or behavior.

Three Approaches to Persuasion:

1. Coactive Approach-Bridges psychological distance between speaker and audience; relies on solid reasoning and strong evidence. The speaker builds rapport, identifies verbally and nonverbally with the audience, stresses benefits and consequences while encouraging the audience. (This is the approach we use in class; it is the most effective approach.)
2. Combative Approach-Creates a psychological distance between speaker and audience; relies on name calling, derogatory remarks, threats, insults, put-downs, guilt-trips, or force. (We do NOT use this approach in class; it is the least effective approach for long-term results.)
3. Expressivistic Approach-Sees all persuasion as manipulative and exploitative and NOT worthy to be studied. (This approach is naïve, self-deceptive, and irresponsible.)

Coactive strategies based on suggestions from:

Simons, H. (1986). Persuasion: Understanding, practice, and analysis. New York: Random House.

Beebe, S. & Beebe, S. (2003). Public Speaking. Englewood Cliffs, NJ: Prentice Hall.

Need Fulfillment and Motivational Appeals:

1. Need Fulfillment-We are motivated to respond to a persuasive message because it fills some need in our life. (See Maslow's Hierarchy of Needs below)
2. Positive Motivational Appeal-We are likely to respond to a persuasive message when the benefits of a proposal improve our quality of life and outweigh the costs.
3. Negative Motivational Appeal-We are likely to respond to a persuasive message if: 1) The credibility of the speaker presenting the possible negative consequences is high 2) We fear the results of not responding will threaten the safety of a loved one or 3)We believe that danger or harmful results are real and close at hand.

Maslow's Hierarchy of Needs:

1. Physiological Needs-need for air, food, water, rest
2. Safety Needs-need for security, protection, and safety
3. Social Needs-need to belong, feel valued (respected), feel loved and cared for
4. Self-Esteem Needs-need for importance, esteem and recognition from others
5. Self-Actualization Needs-desire to achieve highest potential, ultimate satisfaction

Read Persuasive Theory Supplement. answer the questions below.

1. Make a list of at least 10 persuasive tactics - things you've done to persuade other people, or things other people have done to try to persuade you. For example if you go into a clothing store and try on a jacket and the salesperson tells you it looks great on you - complimenting is the persuasive tactic.
2. Go back through your list again and label each item as either coactive, combative or expressivistic (see the Persuasive Theory Supplement).
3. Think about the motivational appeals in regards to your own persuasive speech. How you do you think you might incorporate appealing to needs based on Maslow's Hierarchy, or use positive or negative motivational appeals? brief paragraph.