Effective Persuasion: Strategies, Theory, Skills, Stages, and Influences, Quizzes of Communication and Development studies

Download Effective Persuasion: Strategies, Theory, Skills, Stages, and Influences and more Quizzes Communication and Development studies in PDF only on Docsity! TERM 1 Six strategies to persuade people to do something DEFINITION 1 ReciprocityConsistencySocial ProofLikingAuthority Scarcity TERM 2 Reciprocity Strategy DEFINITION 2 The strategy of doing a favor for someone, and then obliging them to do a favor to you in return. Eg. If I do a favor for a colleague, the next time I ask him for a favor, he feels obliged to do it, and cannot refuse. TERM 3 Consistency Strategy DEFINITION 3 Getting someone to say or commit to something, and later forcing them to follow up on their commitment. Eg. Signing up people to volunteer for a cause after a presentation, and later reminding people that they need to volunteer because they signed up. TERM 4 Social Proof Strategy DEFINITION 4 Telling your target audience that everyone around them is doing an action, and hence, they ought to do it too. This is a peer pressure technique. Eg. An advertisement which says that 76% of all farmers in America are using a fertilizer, and hence, they need to use it too. TERM 5 Liking Strategy DEFINITION 5 If you get your target audience to like you, it is much easier to convince them. Complimenting a person, showing how similar you are to her/him, are strategies that can be used to develop 'liking'. After you get your audience to like you, you simply make a request, and they are much more likely to comply. TERM 6 Authority Strategy DEFINITION 6 Persuading people to do something, because an "expert" says so. Eg. An advertisement for toothpaste which shows a dentist recommending it. TERM 7 Scarcity Strategy DEFINITION 7 : Persuading people to buy something because there is 'very little left of it'. We always tend to want stuff that we believe may not be available later. Eg. A telemarketing spot, which says asks you to buy the product immediately because "there are only 50 left". TERM 8 Theory Of Reasoned Action DEFINITION 8 The Theory of Reasoned Action says that people can be persuaded to change their behavior only if the attitudes and social norms are positive about that behavior. So, when considering an idea, a person asks two questions : Question 1 : Is this a good idea? (Attitude) Question 2 : Do the people around me think this is a good idea? (Social Norms). TERM 9 Elaboration Likelihood Theory DEFINITION 9 To elaborate means to think about an issue/argument. This theory claims that there are two methods of elaboration: Central and Peripheral. People generally use peripheral first. TERM 10 Central Elaboration DEFINITION 10 This method of thinking involves thinking through the arguments presented issue logically, and carefully : weighing all its merits and demerits. TERM 21 Identity-Based Conflict DEFINITION 21 These conflicts revolve around emotions, and (perceived) 'pride'. They are more likely to lead to violent confrontations. Eg. The 9/11 attack was identity-based, as there was no money, or any other material interest to be gained from the attack. TERM 22 Five Stages of Conflict DEFINITION 22 Pre-confrontationConfrontationReactionResolutionPost- resolution TERM 23 Pre-Confrontation DEFINITION 23 This is the stage where one "prepares" for the conflict. In this stage, one collects information about to make a point, and decides on the right time and manner to talk to person in question. Eg. If a girl suspects her partner is cheating on her, she first tries to collect as much 'proof' as possible, and decides when and how to confront her partner about it. TERM 24 Confrontation DEFINITION 24 This is the stage where the conflict actually plays out. This may be a brief argument, and may finish within minutes. Planning helps this go smoothly. TERM 25 Reaction DEFINITION 25 The stage where both parties react to other's statements made in the confrontation. "Listening" to your partner is important in this stage. TERM 26 Resolution DEFINITION 26 This is often a 'temporary' solution to the problem that emerges. One of parties may apologize, or the topic may be dropped. TERM 27 Post-Resolution DEFINITION 27 These are the long-term effects of the conflict. Feelings may be hurt, or a positive transformation may also occur. Eg. The girl and her partner may stop talking, and eventually breakup. TERM 28 Types of Coordination DEFINITION 28 Pooled CoordinationSequential CoordinationReciprocal Coordination TERM 29 Pooled Coordination DEFINITION 29 Involves a group of people working independently (with no interaction whatsoever), and assembling a 'pool' of resources, which is be used later. This is a relatively quick and effortless method. Eg. This is how five students would work on a paper 'pooled' style : Four students each write one section of the paper. They email their respective sections to the fifth person, who then uses the 'pool' of material he has to write a new common paper. TERM 30 Sequential Coordination DEFINITION 30 This involves people passing the resource from one person to another. Thus, a chain is formed, where every member is only on touch with the person before and after her/him. Also, relatively quick, though one must build on the work/instructions of the previous person in the chain. Eg. One student works on Section 1 of the paper, and passes it on to the second person, who works on Section 2 (based on how Section 1 looks), and so on. TERM 31 Reciprocal Coordination DEFINITION 31 All members are free to coordinate with each other, and work together. Feedback is given at every stage, and hence this is "reciprocal" in nature. This requires the most amount of time and effort by far. Eg. All five students meet everyday for a fixed time, and write the entire paper (sentence by sentence) together. TERM 32 Characteristics of Network Functioning DEFINITION 32 IntegrativenessReachability Dominance TERM 33 Integrativeness DEFINITION 33 This refers to the communication style in the organization. If the communication in the organization has a reciprocal style (where everyone in the orgnanization frequently meets together to make decisions), then integrativeness is high. If, on the other hand, the communication style is sequential (where the boss passes on orders to his subordinates, who in turn pass on orders to their subordinates), then the integrativeness is low. TERM 34 Reachability DEFINITION 34 This refers to how easy it is to contact another employee in the organization. If is not easy to directly contact another employee in the organization, and one has to go through many other people, to reach a person, the reachability is low. TERM 35 Dominance DEFINITION 35 If one person in the organization finds it much easier to contact other members, as compared to most other employees, then organization has high 'dominance'. It is 'dominated' by this one person who can contact anyone, as compared to other members, who are restricted TERM 46 Good Leader Skills DEFINITION 46 1. They are knowledgeable, and supplement their knowledge with research. 2. They are sociable and friendly, and do not try to dominate. 3. They are fair, and are concerned with making sure everyone gets their due. They are not nearly as concerned with everyone being the same. 4. They are motivated and constantly involved. 5. They are persistent in achieving their goals, and do not give up easily. TERM 47 Stages of Adoption DEFINITION 47 Knowledge StagePersuasion StageDecision StageImplementation StageConfirmation Stage TERM 48 The Knowledge Stage DEFINITION 48 This stage is just about making people aware that a new product is being introduced. Eg. Advertisements which announce the arrival of a new mobile phone model. TERM 49 The Persuasion Stage DEFINITION 49 In this stage the audience is persuaded to try the new product. Eg. The stage in which flyers with the benefits of the product. Discount coupons and product samples are given out in the persuasion stage, as the audience is being asked to try the product just once. TERM 50 Decision Stage DEFINITION 50 This is the stage where people decide whether it is worth the time and money to try the product or not. Note that only the DECISION to try the product is made here, and this may not translate to action. TERM 51 Implementation Stage DEFINITION 51 This is the stage where people actually act upon their decisions, and buy the product. They test the product to see how useful it really is, and whethet it usefulness matches the claims made before. Research is conducted to see if the audience is actually finding the product useful, and if there are any problems in the product. TERM 52 Confirmation Stage DEFINITION 52 Even after buying the product, and being satisfied with it, people always wonder whether they made the right decision. In this stage, their decision has to be re-inforced. We can do so by introducing new features/applets, which can be added to the product, and will keep them excited. Another method to re-inforce their decision is to have media campaigns which tell them that other people are also buying it, and that product is becoming very popular. TERM 53 Types of Adopters DEFINITION 53 InnovatorsOpinion LeadersEarly Adopters Late AdoptersLaggards TERM 54 Innovators DEFINITION 54 These are people who are the first to adopt new products. These people are risk-takers, and are always trying out new things. They represent only 2.5 % of the population. They don't talk much about the new change they have adopted. Eg. If a new computer operating system is being introduced, the editor of a software magazine will try it anyway. TERM 55 Opinion Leaders DEFINITION 55 These are people who are also risk-takers, but are very vocal about the new products they are trying. They popularize the product with the rest of the population. Companies often target their product to this segment of the population. Eg. A book company may give free samples of a textbook to deans and senior professors in a college to market a textbook to students. TERM 56 Early Adopters DEFINITION 56 They communicate with the opinion leaders first, and slowly begin to adopt the product. TERM 57 Late Adopters DEFINITION 57 They are not excited about change, and reject it until the latter stages, when they have to adopt the new product because everyone else is doing it. TERM 58 Laggards DEFINITION 58 They completely dislike change, and do everything to fight it. They see change as intrusive, and an attack on their freedom, and may violently oppose change. Eg. The 'Teach- In' movement opposes all forms of technology including computers, and the internet. They term computers as a 'colonizing technology'. TERM 59 Priming Effect Theory DEFINITION 59 "Priming" means reminding, or stimulating some memory (and resulting action). Eg. Just a glance at a baloon, may remind us of several childhood memories. In this case, the baloon has 'primed' us of childhood memories. Priming Effects Theory says that the media similarly "primes" us such that even a few seconds of media footage may activate some memories/thought processes, and these thought processes in turn might spur some action. TERM 60 Social Cognitive Theory DEFINITION 60 This theory says that a message has little impact if it is only transmitted to people. It is key that these messages be re- infoced or repeated, so the audience actually internalizes these messages. Re-inforcement makes audience truly 'accept' the information, to the extent that they use this new information to make decisions.