Persuasive CommunicationsDr. G C Mohanta, BE, MSc(Engg), MBA, PhD(Mgt)

Professor

Persuasion and Persuasive Communication

The term ‘persuasion’ means to force someone into something.

The art of persuasion is the art of finding the best available means of moving a specific audience in a specific situation to a specific decision.

Persuasive communication means, persuading others to understand what one is trying to communicate.

Persuasive communication has one core purpose: get the readers to support, believe, and act in favour of presenter.

Designing Persuasive Communications

First, establish communications objective.Create awarenessPromote imageMessage retentionStimulate action

Designing Persuasive Communications (Contd.)

Second, choose media strategy.Which Media does your target audience listen to

or read?Consumer profile - specific media consumers

read or watch.Audience profile - descriptions of audiences that

listen to/watch specific media.

Designing Persuasive Communications (Contd.)

Third, decide on message strategy.Goal of the message strategy is to be

persuasive relative to the communications objective.

Issues to be considered:Words vs. picturesVividnessRepetitionSemantics

Inoculation Theory

Presenting refutational arguments to consumers before they hear it from others makes the message appear more credible.

Inoculates consumers from competitors’ ads that will be negative.

Comparative AdvertisingMessages that directly compare a brand to a

competing brand.Comparison in terms of one or more specific

attributes.Most effective when they help consumers

differentiate between two brands.Disadvantages: Consumers may not be able to

differentiate false claims.

Emotional AppealsFear appeals

Used in over 15% of TV adsUsed to either encourage or discourage certain

behaviorsThe intensity of the fear appeal is related to its

effectiveness - moderate levels of fear appear to be most effective.

Humor AppealsHumor Appeals

Most effective when:Clearly identifies brand and humor does

not overwhelm the productDistracts attention away from counter

argumentAppropriate to brand’s imageUsed with existing productsUsed with low-involvement products

Humor Appeals (Contd.)Most effective when:

Audience is younger, better educated, upscale, professional

Ads are shown in action-adventure environment rather than sitcoms (contrast effect, Gestalt)

Abrasive AdvertisingAn unpleasant ad that antagonizes

listenersAgony commercials that show graphic

detail upsetting to consumers

Sex Appeals

Effective when sex is related to the advertised product.

Ineffective, if it is used just to attract attention - may interfere with message comprehension and cognitive processing.

LanguageIt’s very important to use language that fits the

audience and the purpose you want to achieve. Inappropriate language uses can damage your

credibility, undermine your argument, or alienate your audience

The following sums up the aspects of language:1. Levels of Formality2. In-Group Jargon3. Slang and idiomatic expressions 4. Deceitful language and Euphemisms5. Biased language

Levels of FormalityThe level of formality should be determined by

the expectations of your audience and your purpose

Formal (To an unknown audienceSemi-formal (To a well-known individual or

audience)Informal (Incorrect)Distinguish between formal and semi formal

depending on purpose

Group JargonJargon or specialized language used by small

groups of like-minded individuals.Avoid using in-group jargon in general audience without

explanations. Use group-specific jargon, if you want to address in-group

audience.Not using the jargon when it is expected by your

audience can Signal to the audience that you are not a member of

that group Mean you have not mastered the group's terminology Can damage your credibilityInterfere with your purpose in presentation.

Slang and Idiomatic ExpressionsAvoid using slang or idiomatic

expressions ("pull someone's leg", "spill the beans", and "something smells fishy“).

These words make one sound informal, and hence, less credible.

Deceitful Language & Euphemisms

Avoid using any language whose purpose is deceitful i.e. seems to mislead or cheat.

Euphemisms are terms that attempt to cover up that which is wrong, unethical, taboo, or harsh.

Language can also be deceitful if it is overly complex or confusing.

Confusing language is deliberately created and is used to downplay the truth or to evade responsibility.

Stereotypes and Biased Language

Avoid language that is stereotypical or biased in any way.

Biased language occurs with gender, can also offend groups of people based on sexual orientation, ethnicity, interest, or race.

Stereotyped LanguageStereotyped language assumes a stereotype about a group of

people.Non-Sexist languageNon-sexist, non-biased way is both ethically sound and

effective.Uses-Generic- Humankind instead of Mankindinstead of MankindOccupation – Firefighter instead of Fireman

Processes to Persuade by A Communication

There are four kinds of processes that determine the extent to which a person will be persuaded by a communication.

1. Attention: One must first get the intended audience to listen to what one has to say.

2. Comprehension: The intended audience must understand the argument or message presented.

3. Acceptance: The intended audience must accept the arguments or conclusions presented in the communication; this acceptance is based on the rewards presented in the message.

4. Retention: The message must be remembered, have staying power.

Variables for Persuasive Communication

1. Source: What characteristics of the speaker affect the persuasive impact?

2. Communication: What aspects of the message will have the most impact?

3. Audience: How persuadable are the individuals in the audience?

4. Audience Reactions: What aspects of the source and communication elicit counter arguing reactions in the audience?

The Persuader 1. There will be more opinion change in the

desired direction if the communicator has high credibility.

2. The credibility of the persuader is less of factor in opinion change later on than it is immediately after exposure.

3. A communicator's effectiveness is increased if he/she initially expresses some views that are also held by the audience

4. What an audience thinks of a persuader may directly influence their thinking about the message.

5. Communicator characteristics, irrelevant to the topic of the message, can influence acceptance of its conclusion.

How To Present the Issues 1. Present one side of the argument when the

audience is generally friendly.2. Present both sides of the argument when the

audience starts out disagreeing with you, 3. When opposite views are presented one after

another, the one presented last will probably be more effective.

4. There will probably be more opinion change in the direction you want if you explicitly state your conclusion than if you let the audience draw their own.

Audience as Individuals 1. The level of intelligence of an audience

determines the effectiveness of some kinds of appeals.

2. Successful persuasion takes into account the reasons for underlying attitudes as well as the attitudes themselves.

3. Individual's personality traits affect his/her susceptibility to persuasion.

4. There are individuals who are highly persuadable and who will be easily changed by any other influencing attempt.

5. Ego-involvement with the content of the communication increases the acceptance of its conclusion

Persistence of Opinion Change a) A communication from a positive source leads to

more rapid decay of attitude change over time than one from a negative source.

b) A complex or subtle message produces slower decay of attitude change.

c) Attitude change is more persistent over time if the receiver actively participates in.

2. Repeating a communication tends to prolong its influence.

3. More of the desired opinion change may be found some time after exposure to the communication than right after exposure .