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Chapter 6 Process Premises Edit

Chapter 6 Process Premises Edit

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Published by Assad Riesresha

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Published by: Assad Riesresha on Sep 20, 2012
Copyright:Attribution Non-commercial


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Chapter 6 Process Premises : The Tools of Motivation
One of the less predictable kind of persuasive premises relates to humanemotions, attitude, and beliefs. For our purposes, we will call them process premises.Persuaders use process premises to appeal to the emotions or passions, and such premises to appeal to the emotions or passions, and such premises frequently rely on theless rational side of human nature.
Emotional or nonlogical appeal entails the use of figures of speech, highlycharged words, and other elements of style to appeal to the passions or the will. Thisuse of emotional style might appeal to the audience’s sense of rage, their desire for  justice, their inheren greed or hatred, their need for love and friendship, or a host of other emotional or nonlogical needs. Nonlogical process premise is the argument derived from or based on authorityor tradition. This appeal relies on our inherent emotional response to persons of authority or to the way things have always been done.The ancients also believed that the type of technique used in deliveringmessages could enhance these appeals, making them even stronger. Outraged or  bombastic delivery, for instance, could stir up the audience. Weeping or crying outduring the speech might also awaken the audience’s emotions.In sum, we can identify three major type of process premises. One of type of  process premise addresses the individual’s own set of needs, some of which relate to physical survival and some of which relate to enhancement of our sense of well being.A second type of process premise appeals to the set of opinions, attitude, beliefs, and behavioral tendencies held by all persuadees. The third type of process premisesaddresses our desire to live in a predictable word.
Each of us has a set of individual needs. Some of them are critical to us we caneasily get along without them. Not everyone’s priorities are identical, but our needsresemble one another’s enough that various theories of motivation can identify those
that typify audiences. Some theories identify needs that are physiologically based, suchas our needs for the staples of survival and physical security, which go back tomankind’s very beginings.Our needs make us vulnerable to persuasion, and effective persuaderssuccesfully determine our needs. If they analyze our needs incorrectly, persuasion can boomerang.
Packard’s Eight
“Hidden Needs” 
The hidden needs that Packard desribed were discovered using the depthinterview or the projective test.
1.Need for Emotional Security
When we need permanence, we face unpredictable change, and that makes usvulnerable to persuasion aimed at assuring or reassuring us of some semblance of security.2.
Need for Reassurance of Worth
People need to feel that they make difference. This need forms the basis of many persuasive appeals by volunteer organizations and companies. Mostcontemporary Americans see themselves in a race for material good, prestigem power, and influence. And in this race they separate themselves from other and findlittle emotional security.
3.Need for Ego Gratification
 Not only need to be reassured of their basic worth but also needed their egos
as if they ally special. This need for ego gratification can come from avariety source. Persuader often identify a group whose member feel they have been put down for some time. It is easy to sell product, ideas, or candidate by hookinginto the out group’s ego needs in personal ways that appeal to an individual;s self- perception.
 4.Need for Creative Outlet
The opportunity for creative outlets is further reduced as more and moreworkers work in service occupations instead of the manufacturing sector, in whichthe actual construction of product occurs, in modern technocracy, more and more of the work formerly done by individuals is now being done by technology.
5.Need for Love Object
People whose children have grown up need to replace the child love object.Persuader understand this need and strive to meet in in variety of ways.
6.Need for a Sense of Power
We Americans, perhaps more than members of any other culture, seem to be programmed to chase potency and power also to gratify our need for thesesymbolically. Although some of our politicians are short or have slight build, the big powerful types seem to win more frequently.
7.Need for Roots
One of predominant features of our times is increasing mobility. This need for root also help explain the concept of 
“line extension” 
in the developmnet of new products. Because brand names are a part of home we can take with us, we will feelmore comfortable. Thus brand names are portable remind us of our roots. Withincreasing mobility, traditional roots are torn up and replacement are needed. Theneed for roots is still with us and is still an important touchstone.
8.Need for Immortality
 None of us believe in our own mortality. We like to think that life will go onand on in much the sae way as at present. Packard suggested that fear of dying andthe need to believe in an ingoing influence on the live of other underlies many kindof psychological appeals.
Maslow’s Pyramid of Needs
In Maslow’s pyramid needs, the lower levels represent the stronger needs andthe higher levels represent the weaker needs.

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