Attitude, Values, and Ethics

The use of effective persuasion techniques will not only the marketing and sales personnel to make more sales and meet the targets but also enable them to have an edge over the competitive environment. So of the techniques used in the commercial video from state farm insurance company on one hand show an effective means of communicating to convince the audience while on the other hand, the video is too complex to comprehend for an a normal and uneducated citizen. Here are some of the effective persuasion techniques that have been used in the commercial to reach out and convince their target audience to use and stick to the company’s insurance services. Moreover, these techniques are aimed at making the incumbent customers to become more loyal to State Farm insurance. According to Petty, Richard and Cacioppo (1984), there are two routes effective persuasion no matter the kind of media used to deliver the message to the audience. First, one can persuade effectively by building a central argument(s) in the message. Secondly, the persuader can effectively deliver the message to his or her target audience by trying to appeal to the audience by associating the message with what they can accept favorably. Usually, the favorable peripheral cues in the message lures the

Today, one can see the tactic of persuasion being used as a standard avenue to influence a person’s attitude or beliefs by presenting them with different messages that encourage things like using certain brand name products, vote a certain way, or where to take a vacation just to name a few. There are four types of people that include gullible people, skeptical people, firm believers, and people who are leaders who trust others as well as make others follow their ideas. Persuasion is a widespread topic of social psychology and may be done in different ways. There are two types of cognitive processes by which to persuade someone, which are the central route or the peripheral route. For this assignment I used mostly the central route approach as well as using a little of the peripheral route approach. To reinforce the peripheral route approach the use of pathos was also used during the video to play on the emotions of the watcher. This PowerPoint is effective at using the central route of persuasion, peripheral

“As we explore persuasion, we can divide the persuasive communication into three parts: the communicator, the message, and the audience. First, we will deal with what characteristics of persuaders make people more likely to be persuaded. Next, we will think about characteristics of the message that lead people to change. Finally, we will explore what characteristics of the audience can lead them to be persuaded.” (Feenstra, 2011, p. 88) For your assignment this week, provide an in-depth analysis of the three parts of persuasion. Please reference the bullet points below to complete your assignment.

Persuasion is the key to getting the results you want, not only for politicians or lawyers, but for every one of us. In a job interview, you will have to persuade your interviewers why they should hire you over the other candidates. In a classroom presentation you will have to convince your classmates and teacher that what you're saying is worth listening to and that you deserve a good grade on the assignment.

Persuasion is used in many different ways. Writers use ethos, an appeal to character, logos, an appeal to logic, and pathos, an appeal to emotion. Anna Quindlen, the author of “Evan’s Two Moms,” uses pathos to get the audience to support equal rights marriage for same-sex couples.

Persuasion: involves one or more persons who are engaged in the activity of creating, reinforcing, modifying, or extinguishing, beliefs, attitudes, intentions, motivation, and or behaviors within the constraints of a given communication context -- an activity or process, persuasion is a tow way street

If it has been identified that the central route of persuasion on an audience is necessary due to high relevance to the persuasive message, this gives the persuader a framework to begin crafting a strong argument. Since relevance is what captures the audience’s attention, the persuader must exploit this. For example, if the persuader is attempting to sell a car to an individual the the use of the central route, and the potential buyer has been categorized as one that clearly understands the relevance of the purchase, the persuader should do his or her best to make their product seem the most relevant to the customer. The seller may do this by asking the customer to visualize how happy they will be in their new car. This can also be done by highlighting the features of the car that are most applicable to the customer’s concerns (safety, high gas mileage, etc). These methods will invite the receiver to become more involved with the target of persuasion. All of these ways utilize the customer’s judgment of high relevance to the situation to construct a strong argument.

In my everyday life I use persuasion to effect change in a person’s beliefs, attitudes, intentions and behaviors. I use persuasion to influence others around me either if it is in a work setting, a social interaction or giving a public speech. The ability to convey information, feelings or reason is a very useful tool in the pursuit of my own personal gain. While attending a Surf Riders meeting, a non-profit organization to clean our beaches, I gave a persuasive speech on why it was important to join and participate our party. I spoke at a Mothers against Drunk Driving (MADD) class to help people understand the severity of the crime.

I describe myself as a person who is willing to be persuaded. An example of persuasion is literature. The novel The Great Gatsby has influenced my perspectives of the American Dream, and how some circumstances can never truly change. The novel showed that the American Dream will never be fulfilled as long as society changes with it. The main character, Jay Gatsby, has achieved a ‘rags-to-riches’ miracle in order to impress the girl he is in love with: Daisy Buchanan.

In the business world, being persuasive is a must have trait so that others can understand personal viewpoint, while gaining knowledge of individual perspective. This ability to persuade is needed in the workplace. Carol Deeb of Demand Media states that, “Convincing management to agree with your viewpoints can help to advance your career and your company mission. An eloquent delivery may persuade top-level supervisors to make changes that can help to improve systems or processes.”(Deeb 1). Being persuasive can stunt the growth, and improve companies. Carol Deeb shows readers that possessing this skill can benefit the company. Being able to persuade will help individuals impress the supervisors above the individual as well. She quotes, “By developing a new way to accomplish a task or manufacture a product, you have the potential to save your company money and make yourself shine in front of management.”(Deeb 1). Carol Deeb shows readers, and owners of companies that, in fact, persuasion is a trait that employees should be in possession of. When employees acquire this trait, they shine in front of their employers, and they benefit the company by saving money. Women acquire this trait of persuasion. Caliper’s study regarding the “Qualities That Distinguish Women Leaders”, provides evidence revealing women’s persuasive capabilities. Caliper’s report quotes, “The women leaders scored significantly higher

behavior or attitudes(Rai, Urmila et. al. 2006 p. 9). You persuade. According to Rai, a great deal

Persuasion is when someone leads you to believe something , which followed a dramatic experience that was moved by rage, tears, action by a speech, or being influenced by advertising or political ideology. Persuasion holds people to a common purpose which promotes collective action

Attitudes refer to one’s evaluations of the social world: others, objects and ideas. These overall evaluations can be positive, negative, or neutral, vary in their extremity and be based on a variety of information (Tesser and Martin, 1996; Petty, Wheeler, and Tormala, 2003 ). A popular conceptualization of the attitude construct, the tripartite theory, holds that there are three primary types of information in which attitudes can be based (Breckler, 1984; Rosenberg & Hovland, 1960; Zanna & Rempel, 1988) : cognitions or beliefs, affect or feelings and actions or behaviour. As defined by Richard Perloff, persuasion is the process which moulds and shapes attitudes. It is through persuasion that changes in attitudes can occur. The two methods

How do ethical values shape behavior in organizations? According to Saleem (2014), ethical values and behaviors of an organization are made up of organizations institutionalized philosophies along with the moral ideologies of its members. In addition, the codes of ethics help to enhance the moral reasoning of employees while shaping their behaviors towards morally questioning unethical situations. Organizational leaders are encouraged to build cultures of trust with leadership who establish concerning goals employees pursue y setting examples for others to follow (Crosbie, 2008). The leaders whom are able to build training and development throughout their organization helps design and build relationships characterized by collaborative behaviors those results in mutually beneficial outcomes (Crosbie, 2008).

Social psychologists have not only studied the effects of persuasion, but also the elements that contribute to attitude change. Carl Hovland (1953) developed the Hovland-Yale model of persuasion, in which he used a research team from Yale University. They found that there are a considerable number of factors that can influence how likely attitude changes are to occur, however they also noticed that some are more important than others [McGuire et al 1996]. One of the key factors they found that determines whether persuasion occurs is the communicator. Social psychologists have found that persuasion can be influenced depending about who is presenting the argument, which can impact on how an audience receives it. The credibility of the communicator plays a large role in influencing persuasion, in which