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  1. 1. Persuasion Morteza Najafi www.linkedin.com/in/Morteza-Najafi
  2. 2. Definition
  3. 3. You won't persuade [peiseis] me even if you convince [peisēs] me.
  4. 4. Persuasion is the process by whichs Attitudes are changes.
  5. 5. Attitudes: Extremity Strength Valence
  6. 6. Job Major Attitudes Job Satisfaction Job Involvement Psychological Empowerment Organizational Commitment Perceived organizational Support Employee Engagement
  7. 7. Attitude Variables Importance Correspondig Accessibility Social Pressure Direct Experience
  8. 8. The Source Audience Characteristics Message Content Communication Medium Pesiasion Variables
  9. 9. Theories
  10. 10. Message effects models Message learning approach: • Attention • Comprehended • Yield • Retain
  11. 11. Who says What, in Which channel, to Whom, with What effect Who Credibility, Trustworthiness, Expertise What Length, Structure, Order of Argument Which channel Self-esteem, Intelligence Whom Channel; written or orally What effect Behavior or Attitude change
  12. 12. Fear Appeal • Protection Motivation Theory (PMT) • Extended Parallel Process Model (EPPM) Severity Susceptibility Efficacy
  13. 13. Attitude–behavior approaches • Personal (attitudes) • Social (Norms) 1.Theory of Reasoned Action (TRA) • Personal (attitudes) • Social (Norms) • Control over the behavior 2.Theory of Planned Behavior (TPB) • Affect • Perceived Consequence • Habit construct 3.Triandis Model of Interpersonal Behavior
  14. 14. Consistency theories People prefer coherent and harmonies associations among their beliefs, attitudes and behaviors.
  15. 15. Attitude Changes from: 1. changing an element to make it more consonant 2. Adding additional consonant cognitions 3. changing the importance of the cognitions
  16. 16. Spreading of alternatives Effort Justification Self- prophecy
  17. 17. Cognitive processing theories • Elaboration Likelihood Model (ELM) • Heuristic-Systematic Model (HSM)
  18. 18. ELM Central route Peripheral route HSM Systematic Heuristic
  19. 19. Inoculation theory 1. Warn the receiver 2. Provide an attack message containing with weak arguments 3. Message receiver defend his original attitude
  20. 20. Functional approaches • Knowledge function • Utilitarian function • Adjustive function • Ego-defense function • Value-expressive function
  21. 21. In action
  22. 22. The Necessary Art of Persuasion Four WaysNot to Persuade: I. They attempt to make their case with an up-front, hard sell. II. They resist compromise. III. They think the secret of persuasion lies in presenting great arguments. IV. They assume persuasion is a one-shot effort.
  23. 23. Persuasion Process: Establish credibility Frame goals on command ground Vividly reinforce your position Connect emotionally
  24. 24. Styles of Talking Sharing credit Acting modest Asking questions apologizin g Giving feedback Avoiding verbal oposition Managing up Being indirect
  25. 25. Decision-making styles: Charismatics Thinkers Skeptics Followers Controllers Typical Characteristics enthusiastic, captivating, talkative, dominant cerebral, intelligent, logical, academic demanding, disruptive, disagreeable, rebellious responsible, cautious, brand-driven, bargain- conscious logical, unemotional, sensible, detail- oriented, accurate, analytical Buzzwords to Use results, proven, actions, show, watch, easy, clear,focus quality, academic, think, numbers, intelligent, plan, expert, proof feel, grasp, power, action, suspect, trust, demand, disrupt innovate, expedite, expertise, similar to, previous details, facts, reason, logic, power,handle, physical, grab, just do it
  26. 26. Change Through Persuasion
  27. 27. Harnessing the Science of Persuasion leadership’s fundamental challenge: getting things done through others.
  28. 28. Liking: People like those who like them. The Application: Uncover real similarities and offer genuine praise.
  29. 29. Reciprocity: People repay in kind. The Application: Give what you want to receive.
  30. 30. Social Proof: People follow the lead of similar others. The Application: Use peer power whenever it’s available.
  31. 31. Consistency: People align with their clear commitments. The Application: Make their commitments active, public, and voluntary.
  32. 32. Authority: People defer to experts. The Application: Expose your expertise; don’t assume it’s self-evident.
  33. 33. Scarcity: People want more of what they can have less of. The Application: Highlight unique benefits and exclusive information.
  34. 34. Referencies