Persuasion-WelcometoYipsir(葉錦熙)Website.ppt

Tutor: Yipsir .hk Definition of Attitudes Beliefs that predispose one to act and feel in certain ways. Attitude Components Belief / Perception Feeling Propensity object Persuasion Early research on the question of what makes a message persuasive focussed on the role of three factors: ? Who (speaker’s credibility) ? Says what (verbal contents non-verbal skills) ? To whom (audience characteristics) Persuasion Speaker Content Audience 1. Characteristics of the Speaker Credibility Attractiveness Intent Credibility - Authority A man could increase by 350% number of pedestrians who would follow him across the street simply by wearing a suit and tie. → Dressing style is of paramount importance for a salesman. Reputation Use Examples or statistics to show company credibility Use personal credibility: networking, Christianity Dynamism (活力） Pay attention to physical appearance Body language count even seriously Like you → like your products / service 愛屋及烏效應 Expertise Show professional knowledge and pass success to the customers. Others reference / social validity Other customers endorse the products / service Building your credibility 2. Characteristics of the Message Message framing (status, uniqueness...) Two-sided arguments 3. Characteristics of the Audience age, income, social class, occupation their preferences Some Persuasion techniques Routes of Persuasion Elaboration Likelihood Model (ELM) Petty and Cacioppo Two routes can be used to persuade paino, nutrient Central: relies on facts, figures, and thought. Changes tend to be more permanent due to effortful processing. Peripheral: attempts to persuade you without thought occurring. Relies on emotion. Leads to superficial and temporary change. Statistical evidence 【有奖排行榜活动】?发送产品代码“304”到为这款松下?EB-GD88手机投上一票，并有机会拿奖品，详情请见活动页面 》 【网络类型】 ?GSM900/1800/1900MHz/GPRS 【尺寸体积】 ?97.5×49×23mm/89cc 【手机重量】 ?103克 【手机颜色】 ?淡金色 【标准配置】 ?锂电池（700mAh）、充电器、耳机、数据线、光盘?(视包装及促销方式而定) 【通话时间】 ?96-