472 Part 4 Public Speaking
your message (Hansmann & Scholz, 2003; McGrane, Toth, & Alley, 1990).
Instead, acknowledge their point of view and look for ways to bridge the gap
between your beliefs and their beliefs.
Another approach to understanding your audience’s disposition is by apply-
ing the stages of change model (Prochaska, 1994; Prochaska & Norcross,
2001). This contemporary model is often applied in health care settings (for
example, to persuade people to stop smoking or use condoms) and it helps pre-
dict your audience members’ motivational readiness toward modifying behavior.
The five stages listed here are precontemplation, contemplation, preparation,
action, and maintenance.c In the first stage, precontemplation, an individual is not ready to change his or
her behavior or possibly may not be even aware that the behavior is prob-
lematic. For example, a heavy smoker may not want to quit smoking; she
may selectively filter information about the negative health effects of smok-
ing because this information causes anxiety. Hence, a persuasive speaker (for
example, a doctor, nurse, or concerned friend) must be able to convince the
individual that there is a problem.
c In the second stage, contemplation, individuals begin to recognize the con-
sequences of their behavior. The smoker might seek information about
smoking cessation or smoking-induced health hazards. Individuals usually
experience uncertainty and conflict at this stage, so persuasive speakers
might help them identify barriers to change.
c In the third stage, preparation, individuals move to planning and preparing
for the changes they have been contemplating. Our heavy smoker might be
willing to experiment with small changes, so persuasive speakers might sug-
gest planning a specific day to go “cold turkey” or asking friends to be on
hand to provide emotional support.
c By the fourth stage, action, an individual has made a change and enacted new
behaviors, which require a great deal of willpower. The former smoker may
be very tempted to pick up a cigarette but she must stay focused on her new,
healthy behavior. A persuasive speaker might acknowledge and reward such
success and continue to provide emotional support.
c In the final stage, maintenance, the behavior change is fully integrated
into the individual’s life and she works to prevent a relapse. The former
smoker finds that social reinforcements (such as feeling better and receiv-
ing compliments) help her maintain her new, healthy lifestyle. Persuasive
speakers should continue to offer support, help to resist temptation, and
reinforce messages. Should the former smoker relapse, she goes back to
the beginning of the cycle and earlier stages as she attempts to quit smok-
ing again.When determining whether your audience is receptive, neutral, or hostile or
what stage of change they are in, you’ll need to conduct a thorough audience
analysis to tailor your speech topic and message to them and have a greater
chance of being persuasive and have a long-lasting effect on your audience.