Straightforward?: The first one occurs consciously and involvesintegrating the message into the individual's previouslyexisting cognitive structures.The second route to persuasion, the peripheral route, ischaracterized by subtle cues and context, with lesscognitive processing of message
Straightforward? • The first one occurs consciously and involves integrating the message into the individual’s previously existing cognitive structures. • The second route to persuasion, the peripheral route, is characterized by subtle cues and context, with less cognitive processing of message
2. The Central Route: The Message and Its Delivery. Facts and ideas are clearly important in changinganother person's opinions and perceptions, but theeffectiveness of persuasion effort depends on how thefacts and ideas are selected, organized, and presented.Then, 3 major issues to consider when constructing amessage:the content of the message,the structure of the message, andthe delivery style
2. The Central Route: The Message and Its Delivery • Facts and ideas are clearly important in changing another person’s opinions and perceptions, but the effectiveness of persuasion effort depends on how the facts and ideas are selected, organized, and presented. • Then, 3 major issues to consider when constructing a message: the content of the message, the structure of the message, and the delivery style
Sussman(1999: 4)Figure 1The Four Steps to Framing a Message1.Determineyourspecific objective.z. Conduct a4.Writeasimple,TheSWOT analysisvivid,evaluativeof the otherstatement linkingparty's currentthe three sides.Messagestatus.3.Determinethe othetparty'scorevalues
Sussman(1999: 4)
2.1 Message Content-11. Make the Offer Attractive to the Other Party: emphasizethe TOS's potential advantage of accepting the proposal;make sure of TOS's understanding, and to counteractTOS's objections.2. Frame the Message So TOS will Say “Yes "": To put TOSin the mind-set of saying yes.3.MaketheMessageNormative符合标准/规范Tocapitalize on people's self-image, to show TOS that byfollowing a course of action, they will be acting inaccordance both with her values and with some highercode ofconduct4.Suggest an“Agreement in Principle"原则性协议agreement on a general principle
2.1 Message Content-1 1. Make the Offer Attractive to the Other Party: emphasize the TOS’s potential advantage of accepting the proposal; make sure of TOS’s understanding; and to counteract TOS’s objections. 2. Frame the Message So TOS will Say “Yes ”: To put TOS in the mind-set of saying yes. 3. Make the Message Normative 符合标准/规范 To capitalize on people’s self-image, to show TOS that by following a course of action, they will be acting in accordance both with her values and with some higher code of conduct. 4. Suggest an “Agreement in Principle” 原则性协议 agreement on a general principle
2.2 Message Structure-11. One- and Two-Sided Messages (p.208)Q: Which is most effective? A: Two-Sided approach2. Message ComponentBreak your argument into smaller, more understandablepieces for the TOS to understand and accept (Fisher,964; Ikle, 1964)3. RepetitionRepetition makes the messages understood4. ConclusionsDon't assume but ensure that your argument iscompletely understood. Explicit conclusions help!
2.2 Message Structure-1 1. One- and Two-Sided Messages (p.208) Q: Which is most effective? A: Two-Sided approach. 2. Message Component Break your argument into smaller, more understandable pieces for the TOS to understand and accept (Fisher, 964; Ikle, 1964) 3. Repetition Repetition makes the messages understood. 4. Conclusions Don’t assume but ensure that your argument is completely understood. Explicit conclusions help!