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Transcript of Persuasion 2
Looked at single variables to understand persuasion
People need motivation to process information that will change their minds and behaviors. Source effects Message effects Anchor effects Audience adaptation:
Understood the value of segmented audiences.
Approach-avoidance tendency of humans.
Places where the persuader can establish common ground with the intended audience.
Important in coveying new ideas.
Must be lively and active to grasp attention of the audience. Absolute truth is not seen directly only gleaned through images, glimpses or shadows.
The dialogue was a way to get at the truth and possible solutions to problems. Truth is not absolute.
Introduced the concept of the small "t" truth.
Humans come to know things in the moment thus truth is a creative process or epistemic. Considered most influential scholar in modern era.
Emphasized the performance aspect of persuasion over the scientific orientation.
Pentad: act, scene, agent, agency and purpose
Persuasion is an act placed in community Rational world versus narrative paradigm.
Narrative looks to the argumentative and the aesthetic for truth.
Looked to the common man's story for importance rather than the elite.
Coherence and Fidelity are the keys to narratives success or failure. Credibilty (ethos) and attractiveness
Can process along the periphery route until a controversy pushes us to the central route.
Sleeper effect: source credibility may decay if content becomes separated from the source for the audience.
Low initial credibility can be advantageous to a persuasive message.
Source ethos can vary from group to group thus work in one setting but not another.
The Pelz Effect - people like to be associated with those who have power and influence. Primacy - Recency effects
The theory of first versus last
Two-sided arguments - Central processing route
Biased information processing
Presenting possible future threats as facts to be guarded against.
Pleasure - Pain Principle
Fear - one of the most studies tactics in persuasion.
People are attracted to rewards and seek to stay away from uncertainty.
Efficacy - belief that the fear can be overcome with suggested action. Social Judgment Theory:
How we use reference or "anchor" points for comparison to people, places, things or ideas.
There are a range of positions represented by any anchor.
These range along a continuum from acceptance to rejection (Latitude of Acceptance - Latitude of Rejection).
Anchors form all through life but start with our earliest behavioral patterns or our "norms". Visual Rhetoric - http://worldsfamousphotos.com/wp-content/uploads/2007/04/budist_monk_on_fire.jpg Social Movements