PERSUASION

Monirba {Allahabad
university}
Supported by – Manish
kanojia (MBA III sem}

BY- MANISH
KANOJIA
MBA IIIrdSem.
INTRODUCTION

 Persuasion is the process of changing or

reinforcing attitudes, beliefs or behaviour of
a person.
 People respond to persuasive message in
two ways :
 a) Thoughtfully
 b) Mindlessly
MEANING

 Persuasion is the process of changing or

reinforcing attitudes, beliefs or behavior
 of a person.
 Persuasion is largely dependent upon the
attractiveness of the speakers and reaction of
the listeners.

DEFINITION

 Definition according to Bettinghaus :

 “ a conscious attempt by one individual
to change the attitudes, beliefs or the behavior
of another individual or group of individuals
through the transmission of some message”.
Cont…

 Definition according to Mc
Guire:
 “ changing people’s attitude and
behaviour through the spoken and written
words”.



Cont….

 Definition according to Oxford dictionary:

 “ The act of persuading somebody to
do something or to believe something”.
THEORIES

 SYSTEMATIC versus HEURISTIC

PROCESSING :

 A) S.P : Processing of information in a
persuasive message that involve careful
consideration of that message content and ideas.

 B) H.P : Processing Of information in a
persuasive message that involve the use of simple
of simple rule of thumb or mental shortcuts.



 PERSUASIVE MESSAGE
S.P H.P
Tedeschi Theory

 This theory describes common assumption

of four constituency theories:
 Balance
 congruity
 Psycho-logic
 Cognitive dissonance
Fishhein and ajzen Theory

 This theory argues that persons behavioural

intentions can be predicted by a weighted
combination of their attitude toward a
behaviour and their perceptions of significant
other expectations (subjective norm).
POWER OF PERSUASION

 A functional model of powerfully effective ,

and persuasive communication. It does not
matter what domain of skill a person has, this
model will improve his or her ability to
communicate effectively regardless of the
context.
MODEL

 Attitude at the level of conviction.

 Value system.
 Beliefs or presuppositions.
PROCESS OF PERSUASION
ASSUMPTIONS

Ø People are inherently brilliant.

Ø People can learn to do anything they want to do
easily.
Ø When selling a product , targeting people who
are already interested in that product make
sense.
Ø There is no resistance, only feedback.
HOW TO PERSUADE

a)Being persuaded :
 Applies to situations where behaviour has
been modified by symbolic transactions
(message) which are sometimes , but not
always , linked with coercive force and which
link to the reasons and emotions of the persons
being persuaded.
Cont…

b) Being persuaded as a response – shaping



process .


c) Being persuaded as a response –reinforcing



process .


d) Being persuaded as a response changing



process .