Key Terms:

• Persuasion – an act or process of presenting arguments to move, motivate, or change your audience.
• Motivation –  distinct from persuasion in that it involves the force, stimulus, or influence to bring about change.
• MASLOW’s hierarchy of needs – a six level diagram of needs that include physiological, safety, love/belonging, esteem, and self-actualization
• CIALDINI’s six principles of persuasion – Reciprocity, Scarcity, Authority, Commitment and consistency, Consensus, Liking
• AIDA – a typical four part pattern for persuasive messages that include an attention-getting opening, interest building body, desire-building details, and action motivated closing
• Measurable Gain – a system of assessing the extent to which audience members respond to a persuasive message
• Reciprocity – the mutual expectation for exchange of value or service
• Scarcity – the perception of inadequate supply or a limited resource
• Toulmin’s Three-Part Rhetorical Strategy – a focus on three elements in persuasive writing: Claim, data, and warrant
• GASCAP/T – Argument strategies for generalization, analogy, sign, consequence, authority, principle, and testimony.
• Emotions – a psychological and physical reaction, such as fear or anger, to stimuli that we experience as a feeling.
• Emotional Resistance – involves getting tired, often to the point of rejection, of hearing messages that attempt to elicit an emotional response.
• Fallacies – another way of saying false logic
• Logical Argument – An argument with a claim that contains premises which support a conclusion.
• Premise – a claim, or piece of evidence, that supports the conclusion, and a conclusion is the main idea of the argument
• Claim – or a statement or opinion on a topic
• Business Proposal – documents designed to make a persuasive appeal to the audience to achieve a defined outcome, often proposing a solution to a problem.
• Ethos – refers to credibility
• Logos – logic or reason.
• Pathos – passion and enthusiasm

Study Questions: 

SQ1 – What is persuasion? How do we use it? What are its principles and functions?

Persuasion is the act of presenting arguments for change, while motivation involves the force to bring about change. The concept of measurable gain assesses audience response to a persuasive message. A persuasive message can succeed through the principles of reciprocity, scarcity, authority, commitment and consistency, consensus, and liking. It also may stimulate thought, convince, call to action, increase consideration, or develop tolerance of alternate perspectives.

SQ2 – What are the three elements of persuasion?

Ethos (credibility), Pathos (emotion), Logos (logic)

Logos is the rhetorical appeal based on facts and reason. Evidence and statistics strengthen logical arguments, which can be based on hard evidence or on reason and common sense.

Pathos appeals move the audience to action through emotions–anger, sadness, fear, joy, etc.

An appeal to ethos ( the author’s character) establishes a speaker’s credibility.

SQ3 – Who are the two social psychologists related to the art of persuasion? Describe their theories/principles.

Cialdini & Maslow

Social psychologist Robert Cialdini offers us six principles of persuasion that are powerful and effective: Reciprocity, Scarcity, Authority, Commitment and consistency, Consensus, and Liking. You will find these principles both universal and adaptable to a myriad of contexts and environments. Recognizing when each principle is in operation will allow you to leverage the inherent social norms and expectations to your advantage, and enhance your sales position.

Abraham Maslow’s hierarchy of needs represents areas of resources (i.e., air, food, and water) to survive. If we have met those basic needs, we move to level two: safety. We want to make sure we are safe and that our access to air, food, and water is secure. A job may represent this level of safety at its most basic level. Regardless of how much satisfaction you may receive from a job well done, a paycheck ultimately represents meeting basic needs for many.

SQ4 – What is an argument and strategies? 

When making an argument in writing, present the position with logical points, supporting each point with appropriate sources. Give the audience every reason to perceive the presenter as ethical and trustworthy. The audience will expect respect, and to present the argument in a way that does not make them defensive. Contribute to credibility by building sound arguments and using strategic arguments with skill and planning. Anything you read that includes an attempt to persuade you to think a certain way is likely to include logical argument as part of that persuasion. Knowing the basic elements of an argument will help identify the logic behind any arguments read and also help construct effective arguments in writing.