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Persuasion and Influence Chapter 9 Bailey & Burch (2010). Stefanie Baldovin Caldwell College ABA 574 Fall 2013. Sources. Bailey, J., & Burch, M. (2010). 25 essential skills & strategies for the professional behavior analyst. New York, NY: Routledge.

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persuasion and influence chapter 9 bailey burch 2010

Persuasion and InfluenceChapter 9Bailey & Burch (2010)

Stefanie Baldovin

Caldwell College

ABA 574 Fall 2013

sources
Sources

Bailey, J., & Burch, M. (2010). 25 essential skills & strategies for the professional behavior analyst. New York, NY: Routledge.

Harvard Business School Press. (2005) Power, influence and persuasion. Boston: Author

Autism Speaks website http://www.autismspeaks.org

Behaviorbabewebsite http://www.behaviorbabe.com

PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017

Youtubewebsitehttp://www.youtube.com/watch?v=L5hIR3-jAIs

overview
Overview
  • Influence
    • Framing
    • Information
    • Technical Expertise
  • Persuasion
    • Having Credibility
    • Understanding Your Audience
    • Make a solid case
    • Communicate Effectively
you tube video
You Tube Video

http://www.youtube.com/watch?v=L5hIR3-jAIs

persuasion and influence
Persuasion and Influence
  • What do the words persuasion and influence mean to you?
  • Examples of when someone had to use influence and or persuasion, without coming across as forceful
baily burch definitions
Baily & Burch Definitions

“Persuasion is a process for logically presenting your point of view to a group that is responsible for making an important decision”. Bailey & Burch, 2010a, p. 102

“Influence involves changing the attitudes and behavior of other people without using any force or show of power”. Bailey & Burch, 2010a, p.99

persuasion and influence1
Persuasion and Influence

Why do Behavior analysts need to use influence and persuasion to offer or recommend treatments?

persuasion and influence2
Persuasion and Influence

Common Misconceptions:

  • ABA produces robotic behavior;
  • ABA is harmful/uncomfortable for children;
  • ABA is antiquated (something from the 70's).
more misconceptions
More Misconceptions
  • ABA seems too labor-intensive;
persuasion and influence3
Persuasion and Influence

Behavior analysts are only data oriented

more misconceptions1
More Misconceptions

Behavior analysts are only data oriented

persuasion and influence4
Persuasion and Influence

Our technical skills and data are not convincing enough to obtain “buy in” from parents, teachers and supervisors

influence
Influence
  • As per Bailey and Burch, “Influence involves a no force approach.”
  • Television is the most influential advertising medium, despite a saturated audience PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017
influence1
Influence
  • In 2012 Advertisers spent $63.8 billion on TV ads - PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017
  • Autism Speaks video
  • http://www.youtube.com/watch?v=QNf9cGqjVg8
influence2
Influence

Tactics of Influence

  • Framing
  • Information
  • Technical Expertise
influence3
Influence

Framing - presenting the discussion in a format or context with which you feel comfortable

Bailey and Burch example – frustrated parent

  • The Behavior Analyst can give examples of similar cases where he/she worked on a learned behavior and were able to analyze it and teach a more appropriate behavior

Bailey & Burch, 2010a, p.100

influence4
Influence
  • Information
    • Gather and use relevant factual data
    • Simple Graphic representations
    • Do not rely on data alone
    • Develop a rapport that leads to trust
influence5
Influence
  • Technical Expertise
    • Especially needed for specialization
    • Convince the decision maker that you are uniquely qualified – for example feeding disorders
persuasion
Persuasion

“We don’t offer a health-care plan. Instead we have

Lou persuade you not to get sick.”

The New Yorker

persuasion1
Persuasion
  • Persuasion – 4 Elements
    • Having Credibility
    • Understanding Your Audience
    • Make a solid case
    • Communicate Effectively
persuasion2
Persuasion
  • Credibility = Trust + Experience
  • “A good reputation takes 20 years to build and only five minutes to ruin.” Warren Buffet
  • Honestly ask if you have the credibility to do the job – Examples?
persuasion3
Persuasion
  • Understanding Your Audience
    • Due Diligence
    • “The best predictor of future behavior is past behavior.”
    • Know who makes the decisions
    • Hidden agendas
    • “Pick your brain”

Bailey & Burch, 2010a, p.104

persuasion make a solid case
Persuasion - Make a solid case
  • Build a case that is logical, and appeals to decision makers
  • Plan to have the “meeting before the presentation or meeting.”
persuasion make a solid case1
Persuasion - Make a solid case
  • Lessons learned from the Greeks
    • Start with a compelling story
    • Use visuals to get to the heart of your idea
    • Present factual evidence with simple graphics
    • Anticipate objections, prepare responses
    • End with a clear statement of what you want
persuasion make a solid case2
Persuasion - Make a solid case
  • Include rhetorical questions in your presentation
  • Use voice tone and volume to emphasize key points
persuasion4
Persuasion
  • Communicate Effectively
    • Begin with a relevant story – attention getting hook
    • Emphasize future improvements
    • Do not be solely driven by data
in closing
In Closing
  • As behavior analysts we are natural advocates but need to be mindful of our language when presenting information or proposals outside the behavior analyst circle
  • Learning to influence people without coming across as coercive can be learned with practice

(Bailey & Burch, 2010)

in closing1
In Closing
  • Positive advocacy news

Florida Agency for Health Care Administration (AHCA) - A court ruling in Florida with national impact. Most states mandate that private insurance companies must cover ABA, most Medicaid programs do not provide coverage.

http://www.autismspeaks.org/advocacy/advocacy-news/order-directing-florida-medicaid-cover-aba-upheld-appeal

(Bailey & Burch, 2010)

references
References

Bailey, J., & Burch, M. (2010a). 25 essential skills & strategies for the professional behavior analyst. New York, NY:

Routledge.

Harvard Business School Press. (2005) Power, influence and persuasion. Boston: Author

Autism Speaks website http://www.autismspeaks.org

Behaviorbabe website http://www.behaviorbabe.com

PricewaterhouseCoopers (PwC) Global entertainment and media outlook: 2013 – 2017

Youtubewebsitehttp://www.youtube.com/watch?v=L5hIR3-jAIsHarvard