DOC《课程教案》

s position. Two side approach: ignoring the competition is to mention and describe the opposing point of view, and then show how and why it is less desirable than the presenter'

s point of view. (2) Message Component Negotiators can help the other party understand and accept their argument by breaking them into smaller, more understandable pieces. (Fisher, 1964;

Ikle, 1964) (3) Repetition enhances the likelihood that the messages will be understood Repeating a point is effective only for the first few times. (4) Conclusions State the conclusion by oneself Let the listeners draw their own conclusion 2.3 Persuasive Style: How to Pitch the Message (1) Encourage Active Participation Active approach requires the receiver to exert effort, which leads to attitude change. Case 3: 弗雷德罗杰是一位销售经理,为新泽西的某个皮革公司高推销,公司已经生产即将出售的新产品,这是一种加工成带状的皮革制品. 他访问一个顾客,问: 你认为这产品如何? 啊,我非常喜欢它,但是我猜想您现在会告诉我它是非常贵的,我应该为它付出一个荒谬的价格,在您之前,我全听说了. 您告诉我, 弗雷德说, 您是一个有贸易经验的人,您和别人一样懂得皮革和兽皮,您猜想它的成本是多少? 那个受了奉承,回答说他认为可能是45美分一码. 您说得对. 弗雷德说用惊奇的眼光看着他说, 我不知道您是怎么猜到的? 销售经理以45美分一码的价格获得了他的订货和随后的重复订货,双方对事情的结果都很满意. (2) Use Vivid Language and Metaphors e.g.: ① This is quite a good price. This is certainly the best price you can get. ② I don'

t feel like going out tonight. You could not drag me out tonight with a team of horses. Some metaphors: As timid as a rabbit As scarce as hen'

s teeth As wide as poles apart The stork visited the Howard Johnston'

s yesterday. The mere mention of his cousin'

s name was like waving a red flag in front of him. (3) Incite Fears case 4: 1894年11月,美国发生产业危机,金融市场上掀起了抢购黄金的风潮.财政部库存的黄金急剧减少,形势十分危急.美国总统决定求助于大金融家摩根和大银行家贝尔蒙.摩根建议他们组成辛迪加,发行黄金公债,这样可以解救财政部的燃眉之急,当然,发行国债可以获得高额利润,摩根建议的实质是趁火打劫.由于这个计划的条件太苛刻,美国总统和美国国会都没有接受和通过这个建议.摩根通过内线打探到国库的黄金储备只剩下900万元.他对总统说: 总统先生,据我所知,某位先生手中有一张1200万元的黄金支票,今天到期,如果他今天或明天要兑现,那么就为时过晚了. 总统听了以后,受到很大的震动,不得不答应摩根的条件.摩根利用向政府承销公债的价格与市场价格之间的差价,在黄金公债上净赚了1200万美元. (4) Violate the Receiver'

s Expectations People who argue positions that are thought to be counter to their self-interest when receivers expected one style of delivery from the speaker and then experience a very different style 3. Peripheral Routes to Influence message aspects attributes of the persuader elements of the influence context 3.1 Aspects of Messages That Foster Peripheral Influence Message order Do not place the important point in the middle of the message (Bettinghaus,1966). Primacy effect &

Recency effect Format Herb Cohen(1980)suggests that written rules carry more weight than those given verbally. Distractions Distraction apparently absorb the effort that the other party normally would put into building counterarguments. 3.2 Source Characteristics That Forster Peripheral Influence A wide variety of source effects can potentially have an effect on the recipient of a persuasive message. We group them here into three broad categories: Credibility, Attractiveness, and Authority Source Credibility Source credibility depends mostly on three things: the qualifications of sources, the perceived trustworthiness of source, and self-presentation. Many other factors contribute to source credibility. (1) Personal Reputation for Integrity (2) Benefit-of-the-Doubt First Impression (3) Intension to Persuade (4) Use or Minimize Status Differences (5) Appearance and Self-Presentation (6) Associates (7) Perceived Expertise (8) Persistence and Tenacity Case