Persuasion.pptVIP

Definition of Attitudes Beliefs that predispose one to act and feel in certain ways. Attitude Components 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 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 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 Testimony 證明 Visual evidence Comparison and Contrast 1 Comparison and Contrast 2 例如: A.C Nielson 市場調查公司的大型調查 和其他健身中心比較設施多少 Verbal communication 如 : 我地公司係同行之中聲譽最好，顧客最放心既健身中心． 絕對唔使擔心我地既服務貨不對辦，兼且我地仲會提供一個禮拜免費試玩，如果唔滿意，我地絕對唔會收錢 我地考慮到好多女士要湊小朋友 為左體貼你地既需要... Other skills Foot-in-the-door technique “Poor product first” strategy VIP discount → respect →