Discuss Components of persuasion and provide practical examples
Whom: audience
1. Intelligence
2. Need for cognition
3. Concern about public image
4. Cultural differences
5. Overhead the message
6. Distraction
1. Intelligence: A persuasive message should be delivered in a way that the audience can understand and relate to. Using complex language or concepts that are above the audience's level of intelligence can result in them being confused or not persuaded. For example, if trying to persuade a group of high school students to join a volunteer project, using academic terminology may not be effective.
2. Need for cognition: This refers to the extent to which individuals are willing to engage in and enjoy effortful cognitive activities. Those with a high need for cognition are more likely to carefully consider and evaluate persuasive messages. For example, a person who enjoys researching and analyzing information may be more persuadable through data and statistics rather than emotional appeals.
3. Concern about public image: Some individuals may be more concerned about how they are perceived by others, which can impact their receptiveness to a persuasive message. For example, if trying to promote a new fitness program, highlighting how participation can improve social status or attractiveness may be more persuasive to those who are concerned about their public image.
4. Cultural differences: Different cultures have varying beliefs, values, and norms that can impact how persuasive messages are received. It is important to consider cultural sensitivities and tailor the message accordingly. For example, a marketing campaign that is successful in one country may not be as effective in another due to cultural differences in perceptions and attitudes.
5. Overhead the message: Providing too much information or overwhelming the audience with too many arguments can lead to cognitive overload and decrease the effectiveness of the persuasion attempt. It is important to streamline the message and focus on the most important points. For example, a sales pitch that includes too many features and benefits of a product may confuse the customer and result in them not making a purchase.
6. Distraction: External factors like noise, interruptions, or competing messages can distract the audience and make them less receptive to persuasion. It is important to minimize distractions and create a focused environment for the message to be effectively delivered. For example, giving a presentation in a noisy and crowded room may make it difficult for the audience to pay attention and absorb the persuasive content.