Chapter 7: Persuasion Strategy Choices doc

Chapter 7 Persuasion Strategy Choices Outline  Persuasion Strategies & Definitions  ACE Model  Role of Introductions  Planning for Obstacles  Communication Issues  Credibility & Evidence  Role of Trust  Maintaining Face Persuasion Strategies & Definitions The text (pages 95-99) lists sixty-four conceptually distinct strategies developed by Kellerman & Cole (1994 Communication Theory)  Also known as compliance-gaining strategies – how to get people to do things they might not otherwise choose to do  Strategy categories are typically developed to reduce complexity and simplify choice • Threat, orders, rigidity, caution, ACE Model  Simplify strategies by categorizing in terms of type of appeal • Emotional • Reasoning  Types of Reasoning Appeals (ACE) • Appropriateness • Consistency • Effectiveness Appropriateness Appeals  Involve the application of social pressure • Example - One of your friends calls you to meet her at a bar later this evening. You tell her you have too much work to complete and need to study for a test. • She says, “But…all of our friends will be there…you have to go!”  May be more effective with younger people – those who want to be liked and admired by others. Consistency Appeals  Pertain to what a person like himself (or like the type of person he aspires to be) would do. • Example – You are shopping with a friend who needs to purchase a suit for an upcoming interview with a company. Your friend is torn between two suits – one more trendy or contemporary and one that is more traditional. • You attempt to persuade saying, “I think you should buy the more trendy suit – after all, it really reflects your artistic and creative side and will help you be distinctive.”  May be more effective with people who are more individualistic and have “minds of their own” Effectiveness Appeals  Relate to actions that will help bring about a result the person desires • Example – A sales rep with Office Depot presents a plan to your university purchasing group to enable their administrative staff to place orders for office supplies on-line rather than using the catalog and purchase orders. The purchasing manager says “I feel more comfortable with our current system.” • He responds, “I really think this option will enable you to cut costs. In addition, your departments will receive their products quicker and you can track all purchases on-line. Why don’t we try it?”  Work best when the larger issue is less personal, more focused on attaining the desired result. Role of Introductions  Once a negotiator has determined the type or category of appeal to utilize, they must decide whether to use an introduction or provide some type of post-appeal explanation. • Progressive strategy – lead up to a request with a “pre- solicitation sequence that unearths or deflects sources of resistance” • Regressive strategy – persuader follows a direct request with explanations for the request and inducements for compliance  Achievers may be more likely than Mediators to take a regressive approach  Motivators may lead with encouragement and attractive images  Analyticals may be inclined to lead with data Planning for Obstacles  Identify possible obstacles or objections to appeals and utilize this knowledge to select strategies  Adapt your appeal in anticipation of the obstacle or objection you expect to encounter Potential Obstacles  Inadequate resources – “Our staff doesn’t have the capabilities”  Possession – “We don’t have the funding right now”  Imposition – “We’re too busy to do that”  Inappropriateness – “It’s unethical for you to request that”  Source responsibility – “That’s not our problem”  No incentive – “What’s in it for me?”  Recalcitrance – “I won’t do that”  Postpone – “We’re not ready right now”  State of mind – “I’m too stressed to do that” . Chapter 7 Persuasion Strategy Choices Outline  Persuasion Strategies & Definitions  ACE Model  Role of Introductions  Planning. post-appeal explanation. • Progressive strategy – lead up to a request with a “pre- solicitation sequence that unearths or deflects sources of resistance” • Regressive strategy – persuader follows a. compliance-gaining strategies – how to get people to do things they might not otherwise choose to do  Strategy categories are typically developed to reduce complexity and simplify choice • Threat,