MGMT 1P96 - Term Test #2

Persuasion

Persuasion

Is the process of influencing your audience to agree with your point of view, recommendation, or request.

What are the 4 parts of the analysing phase of the ACE communication process?

Purpose, Audience, Content, Medium

Primary Audience

The direct recipients of a message

Secondary Audience

Other people who may read or hear your message

In order to create a persuasive message, what should you focus on?

Information needs, motivation & benefits, and potential resistance

Refutation

A response intended to prove an objection is wrong (e.g. “No that is wrong, and here’s why”)

Concession

An admission that the opposing point of view has merit but does not invalidate your argument (e.g. “Yes, that may be true, but…”)

What are the 3 elements of effective persuasion?

1. Building Credibility

2. Constructing a logical argument

3. Appealing to your audience’a emotions

Credibility

An audience’s belief that you have expertise and are trustworthy based on your knowledge, character, reputation, and behaviour.

Logical Fallacy’s - Appeal to Popular Opinion

Offering as evidence statements such as “everybody knows”

Logical Fallacy’s - Hasty Generalization

Drawing a conclusion from a sample that is either too small or does not represent the larger population

Logical Fallacy’s - Ignoring the Burden of Proof

Stating a claim but providing no evidence to support it

Logical Fallacy’s - False Cause

Assuming that there is a cause and effect between two things without providing the relationship

Logical Fallacy’s - False Analogy

Supporting an idea by comparing it to something that is not comparable

Logical Fallacy’s - False Dilemma

Asserting that only two choices exist, while ignoring other options

Logical Fallacy’s - Red Herring

Focusing on an irrelevant issue to draw attention away from a central issue

Logical Fallacy’s - Ad Hominem Attack

Attacking a person who disagrees with you rather than addressing the issues

Pre-suasion

The process of influencing an audience’s state of mind before delivering a persuasive message

What does AIDA stand for in sales messages?

Attention

Interest

Desire

Action

What type of buffer?

“Over the past 6 months, the economy has slowed, and our sales have dropped significantly.”

Background Information

What type of buffer?

“In order to stay in business, our store needs to meet its payroll obligations.”

Facts That Signal a Problem

What type of buffer?

“Despite the soft economy and slowing sales, we have identified a way to keep the store open and meet our payroll obligations.”

Good News

What type of buffer?

“Thank you for your efforts this past year to improve sales at our store. Your knowledge of the merchandise and concern for customers have resulted in our highest-ever customer satisfaction rating, even in these difficult economic times.”

Thanks or Compliments

What type of buffer?

“In these lean times, we need to watch our budget and eliminate all unnecessary spending. These cuts will require sacrifices from us all.”

Generally Accepted Truths

What type of buffer?

“I know how hard you have worked to keep costs down, so I understand that you might think we’re unfair coming back to you this year with yet another request.”

Empathy with Audience

What does the BET framework stand for when delivering constructive criticism (For POSITIVE Feedback)

Behaviour

Effect

Thanks

What does the BEAR framework stand for when delivering constructive criticism? (For NEGATIVE Feedback)

Behaviour

Effect

Alternative

Results

What are the 3 A’s in determining the reliability and relevance of print or online sources?

1. Authorship

2. Accuracy

3. Age

Survey

Research that uses a predetermined list of questions to collect a structured set of information from a selected audience.

What does CRAAP stand for when evaluating information?

Current

Relevance

Accuracy

Authority

Purpose