Elements of Persuasion Flashcards
Persuasion
The process of changing and/or reinforcing attitudes, beliefs, values or behavior
Value
A conception of right or wrong, good or bad
Attitude
Responding favorably or unfavorably
Argument
Reason behind your belief in something
Evidence
To prove your reason
Belief
The way we structure our perception of reality as either true or false
Positive Motivation
Good things will happen if speaker’s advice is taken
Negative Motivation
“Fear appeal” - A threatening statement of something bad that can actually happen if advice is not taken
Cognitive Dissonance
The feeling of discomfort when information disagrees with your current beliefs
Maslow’s Hierarchy of Needs
Physiological - what we need to survive: air, water, food, etc.
Safety - The need to feel safe, secure and protected
Social - The need to feel loved and valued, need contact and reassurance, a sense of belonging to a group, being liked and respected by others
Self-esteem - Our need to think and feel good about ourselves, “I am somebody”
Self-actualization - The need to achieve our highest potential, “Be all that you can be”
Proposition
Statement with which you want your audience to agree
Proposition Types
A proposition of fact - Focuses on whether something is true or false, or whether it did or did not happen. Supporting evidence must be provided.
A proposition of value - A statement that calls for listeners to judge the worth or importance of something. Often compares two things and suggests that one is better than the other.
A proposition of policy - A statement that advocates a specific action - a change of policy, procedure, law or behavior. These statements include the word “should”.
Ethos
An appeal that relies on the speaker’s credibility & trustworthiness
Pathos
An appeal that relies on influencing the audience’s emotion
Logos
An appeal that relies on logic, evidence, and reason
