Four common goals of a persuasive speech are to: - reinforce existing beliefs and attitudes,
- inoculate against counterpersuasion,
- change attitudes, and
- prompt the audience to act.
Source credibility (ethos) is composed of competence and character.
The elaboration likelihood model reflects two potential paths an audience can
take in response to a persuasive message: - Central route processing involves elaborated and critical thinking.
- Peripheral route processing relies on cues, such as emotional appeals.
Evidence can greatly enhance a persuasive presentation. Three
types of evidence are: - first-order data: personal experience
- second-order data: expert testimony
- third-order data: facts and statistics
Two-sided messages are generally more effective than one-sided
speeches: - Two-sided messages confer greater credibility.
- Two-sided messages help inoculate an audience against counterpersuasion.
Peripheral cues include emotions such as fear and primitive
beliefs about: - reciprocity
- liking
- authority
- social support
- scarcity
- commitment
Persuasive patterns of organization include: - problem-solution
- stock issues
- Monroe's motivated sequence
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