Theory and techniques of persuasion.pptx

it explains about theories and techniques of persuasion

1. By Akshaya.R Amina.S.S Jeya Shree.K Talapala Rohini Velu Sankar.S Theory and techiques of Persuasion

2. 01 02 03 04 Persuasion We have … Theories of Persuasion Techniques of Persuasion Recreational Pursuits

3. PERSUASION Persuasion is the act of influencing someone to change their beliefs, attitudes, or behaviors.  It can also refer to the power or ability to persuade.  Persuasion is the process by which a person’s attitudes or behaviour are without duress influenced by communication from other people. One’s attitude and behaviour are also affected by other factors. Action or process of persuading someone or of being persuaded to do or believe something

4. Example A friend trying to convince you to go somewhere A salesperson trying to convince you to buy something A child trying to convince their parents to let them do something

5. Social Judgment Theory . Theories of Persuasion Social Judgment Theory (SJT), developed by Muzafer Sherif, explains how people perceive and evaluate persuasive messages based on their pre-existing attitudes. It suggests that individuals categorize new information into three zones: Latitude of Acceptance – Ideas they agree with or are willing to consider. Latitude of Rejection – Ideas they strongly disagree with. Latitude of Non-commitment – Ideas they are neutral or uncertain about.

6. Example . Theories of Persuasion Organic Farming Advocacy A farmer who believes in chemical fertilizers (strong opposition to organic farming) will reject a message promoting 100% organic methods. However, if the message suggests gradual reduction of chemical inputs with partial organic practices , it may fall within their latitude of non-commitment , making persuasion more likely.

7. Cognitive Dissonance Theory . Theories of Persuasion Cognitive Dissonance Theory, proposed by Leon Festinger (1957) , explains how individuals experience psychological discomfort (dissonance) when their beliefs, attitudes, or behaviors contradict each other. To reduce this discomfort, they either: Change their beliefs to align with their actions. Change their behavior to align with their beliefs. Justify or rationalize the inconsistency.

8. Example . Theories of Persuasion Fast Food Consumption and Health Consciousness Someone who promotes healthy eating but regularly eats fast food might: Change behavior: Reduce junk food intake. Change belief: "Fast food isn’t that harmful in moderation." Justify: "I balance it with exercise and healthy meals."

9. . Theories of Persuasion It explains how people process persuasive messages through two routes: Central Route – Used when individuals are highly involved, motivated, and capable of analyzing the message. Example: A farmer researching scientific studies on organic farming before switching. Peripheral Route – Used when individuals have low involvement, motivation, or ability to process details. Example: A farmer adopting a new fertilizer just because a famous agriculturalist endorses it. Elaboration Likelihood Model (ELM)

10. Ethos (Credibility) Persuasion Techniques People are more likely to believe a message if it comes from a credible source. Credibility is built through experience, qualifications, and reputation. Example: A well-known doctor promoting a new heart disease medication is more convincing than a random social media influencer because of their medical authority.

11. Pathos (Emotion) Emotional appeals influence decision-making by creating a strong personal connection. Example A dog giving you sad puppy eyes while you eat, making you feel guilty enough to share your food

12. Logos (Logic) Persuasion Techniques Uses facts, data, and logical reasoning. Logical arguments based on evidence and reasoning make persuasion stronger. Example: “Studies show that naps improve productivity… so technically, sleeping all afternoon means I’m working smarter, not harder! " – A student justifying their nap before studying.

13. Kairos (Timing) The right moment enhances persuasion impact. Timing plays a crucial role in influencing decisions when the audience is most receptive. Example Asking permission from parents for a trip with friends right after getting good results.

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