Explain how a persuasion attempt can be described by ‘who says what to whom’, and identify which factors of each element are most likely to elicit successful persuasion
When describing a persuasion attempt as ‘who says what to whom,’ we are looking at three main elements:
1. Who: the person or source delivering the persuasive message. Factors that can affect the success of persuasion in this element include credibility, expertise, empathy, similarity to the audience, authority, and likability. A persuader who is perceived as credible, trustworthy, and likable is more likely to be successful in influencing their audience.
2. What: the content or message being delivered. Factors that can affect the success of persuasion in this element include the clarity and strength of the argument, the appeal to emotions, the use of evidence and examples, and the framing of the message. A persuasive message that provides compelling reasons, is emotionally resonant, and uses persuasive techniques such as social proof or scarcity is more likely to be effective.
3. Whom: the audience or recipient of the persuasive message. Factors that can affect the success of persuasion in this element include the audience’s beliefs, values, attitudes, knowledge, emotions, and cognitive biases. Understanding the audience’s mindset and tailoring the message to their specific needs and motivations can greatly increase the likelihood of successful persuasion.
In conclusion, successful persuasion is most likely to occur when the persuader is credible, the message is compelling, and the audience is receptive to the message. By carefully considering the ‘who says what to whom’ elements, persuaders can increase their chances of effectively influencing others.