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Persuasion in Organizational Settings

Persuasion in Organizational Settings. “I have this lovely swamp land in Florida you might be interested in.”. Definitions and Initial Considerations. “To persuade is to limit the options that are perceived as acceptable.” Hamilton Contrasted with coercion and informing

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Persuasion in Organizational Settings

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  1. Persuasion in Organizational Settings “I have this lovely swamp land in Florida you might be interested in.”

  2. Definitions and Initial Considerations • “To persuade is to limit the options that are perceived as acceptable.” Hamilton • Contrasted with coercion and informing • Key issue--do you view persuasion as essentially a rational or a non-rational enterprise? Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  3. Modes and Venues for Persuasion • Speaking to convince versus speaking to actuate • The attitude-behavior dichotomy • Persuasion happens in: • public settings • formal one-on-one settings • informal settings Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  4. Yale School of Persuasion Research • Carl Hovland and colleagues • Attention • Comprehension • Acceptance • Retention • Action • Criticisms of the model Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  5. Maslow’s Hierarchy of Needs • Physiological needs • Security Needs • Social or love needs • Esteem needs • Self-actualization needs Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  6. Cialdini’s Principles of Persuasion • Reciprocation • Commitment and Consistency • Social Proof • Liking • Authority • Scarcity Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  7. Monroe’s Motivated Sequence • Attention Step • Need Step • Satisfaction Step • Visualization Step • Action Step Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  8. Monroe’s Motivated Sequence: Illustrated • Persuasive speech on improving workplace safety • Attention: Personal experience of workplace accident • Need: Severity and numbers of workplace injuries--stats, case studies, projections • Satisfaction: solve through aggressive employee ed. and strict OSHA enforcement • Visualization: lower worker comp costs • Action: call insurance co., get OSHA training packages Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  9. Alternative Organizational Patterns • Problem solution format • Criteria satisfaction format • Cause-effect-solution format • Indirect sequence • establish the problem • outline criteria for response • disqualify alternatives • present the unpopular solution Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  10. Speaker Credibility • Extrinsic credibility--prior to… • Intrinsic credibility--during… • Dimensions of credibility: • trustworthiness • competence/expertise • dynamism • objectivity • organizational rank Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

  11. Final Thoughts • Audience analysis is key to effective persuasion • Ethics should not be an afterthought • Aristotle was probably right • ethos • pathos • logos Prof. Nick Burnett, ComS 103, Sec. 11-18, F07

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