246 CHAPTER 17^ Persuasive Speaking
but also by how they think others will perceive their actions and by whether or not they
believe they can act successfully.Monroe’s Motivated Sequence
One commonly used pattern is especially effective when you want people to do some-
thing. Monroe’s Motivated Sequence is a modified problem–solution format, named
after Alan Monroe, a legendary professor at Purdue University.
Because people need encouragement to do what they know they should do, it’s
important to provide emotional as well as logical reasons for behaviors. This pattern
includes the word motivated because it builds in several steps that increase motivational
appeals. (Note: This pattern is not a formula in the sense that you must include each
element. Rather, Monroe suggests various ways to develop your points.) Here are the
five easily remembered steps in the sequence, as explained by Monroe himself.^31- Attention Step: As with any other speech, begin by gaining the audience’s atten-
tion and drawing it to your topic. - Need Step: This step is similar to the problem part of a problem–solution speech.
Monroe suggests four elements: (a) statement—tell the nature of the problem;
(b) illustration—give a relevant detailed example or examples; (c) ramifications—
provide additional support such as statistics or testimony that show the extent of
the problem; and (d) pointing—show the direct relationship between the audience
and the problem. - Satisfaction Step: Next, propose a solution that will satisfy the need. This step
can have as many as five parts: (a) statement—briefly state the attitude, belief,
or action you want the audience to adopt; (b) explanation—make your proposal
understandable (visual aids may help at this point); (c) theoretical demonstration—
show the logical connection between the need and its satisfaction; (d) practicality—
use facts, figures, and testimony to show that the proposal has worked effectively or
that the belief has been proved correct; and (e) meeting objections—show that your
proposal can overcome your listeners’ potential objections. - Visualization Step: This is the unique step. Here, you ask listeners to imagine
the future, both if they enact your proposal and if they fail to do so. (a) Positive—
describe a positive future if your plan is put into action. Create a realistic scenario
showing good outcomes your solution provides. Appeal to emotions such as
safety needs, pride, pleasure, and approval. (b) Negative—have listeners imagine
themselves in an unpleasant situation if they fail to put your solution into effect.
(c) Contrast—compare the negative results of not enacting your plan with the
positive things your plan will produce. - Action Step: Call for a specific action: (a) name the specific, overt action, attitude,
or belief you are advocating; (b) state your personal intention to act; and (c) end
with impact.
Terah, a nursing major, wanted to give an organ donor speech, but her survey
revealed that her classmates had a lot of information and a good attitude toward
donation, so she focused on motivating them to put their good intentions into action by
giving specific details they could easily do. Here are her major points:^32
Attention: My survey showed that you want to be organ donors but have not yet
signed up.
I. It’s easy and accessible.
II. From my research, I will give you specific steps to take to become an organ donor.
Need: My survey showed that I don’t need to convince you of a need for organ donor,
and I don’t have to clear up misconceptions.
Monroe’s Motivated
sequence a call to action in
five steps: attention, need,
satisfaction, visualization,
and action
Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.www.ebook3000.com