Storytelling with Data - Additional Persuasion Slides
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The document discusses effective strategies for persuading receivers based on their position and knowledge. It recommends selecting strategies that match whether the receiver is initially unfavorable, neutral, or favorable to the message. For unfavorable receivers, the strategies are to set realistic goals, stress common ground, and use logical evidence. For neutral receivers, the strategies depend on whether they are uninterested or uninformed. For favorable receivers, emotional appeals can intensify support. It also notes that experts and non-experts process information differently, with experts using schemas and non-experts influenced more by unique propositions and emotions.
Storytelling with Data - Additional Persuasion Slides
- 1. Dr. Zachary W. Goldman Department of Management Storytelling with Data: Persuasion
- 2. Understanding how people process information provides leverage to persuade.
- 3. Effective persuasion requires a good understanding of your receiver
- 4. Select persuasive strategies based on receiver’s position to your message. Unfavorable FavorableNeutral
- 5. Unfavorable Receiver • Set realistic goals for persuasion • Stress common ground • Base arguments on sound logic and extensive evidence • Pay attention to building a credible & professional image
- 6. Neutral Receiver • If uninterested… Motivate receiver to care by appealing to interests and “what’s in it for me” • If uniformed… Emphasize material that clarifies your position • If undecided… Establish credibility by presenting new arguments that blend logical and emotional appeals
- 7. Favorable Receiver • Use emotional appeals to intensify receiver support (fear, sympathy, love, compassion, anger) • Present arguments in abbreviated form • Encourage receiver to make a public commitment, if appropriate
- 8. Example
- 9. Persuasive attempts should also adjust to receiver’s knowledge
- 10. Perception Attention Comprehension Schema Activation Information Acquisition Information Integration Decision Experts use pre-defined “schema” to make decisions Source: Young (2017)
- 11. Non-experts are swayed by unique propositions & emotional appeals
- 12. Experts and non-experts both , the basic persuasive message design…
- 13. Experts and non-experts both respond to points, not topics.
- 14. State declarative sentences. First, I will discuss revenue projections for StartUp X.
- 15. Take a position. Revenue projections for Startup X look strong.
- 16. Link to the overall persuasive position. Startup X’s strong revenue projections make this an excellent investment opportunity.
- 17. Practice the little things that make a difference…
- 18. Establish competence and trustworthiness
- 19. Instead, use a powerful linguistic style Avoid… • Intensifiers • Hedges • Hesitations • Rising intonation
Editor's Notes
- #3: When has persuasion succeeded? When has it failed?
- #4: Is this person an expert Is this person favorable-neutral-unfavorable
- #6: People committed to an attitude position who are forewarned of an attempt to change their attitudes will be more resistant to persuasion They can generate more counterarguments Those who are not committed to an attitude position are actually more likely to change their attitudes after a forewarning
- #12: Need more benchmark information Need a more clearly organized schema presented to them.
- #13: Two dimensions: Expertise AND Favorability
- #19: What do people do when they lie? --Shifty eyes/drop eye contact (bad eye contact) --Stumble with their speech (fillers) --Fidget (fidget) Must work on delivery skills Document evidence for increased credibility