the goals of Persuasion 16.1 345
In this chapter, we discuss how persuasion works. Such information can
sharpen your persuasive skills and can help you to become a more informed
receiver of persuasive messages. We will define persuasion and discuss the psy-
chological principles underlying efforts to persuade others. We will also discuss
tips for choosing a persuasive speech topic and how to develop arguments for
your speeches. In Chapter 17, we will examine specific strategies for crafting a
persuasive speech.
The Goals of Persuasion
16.1 Describe the goals of persuasive messages.
Persuasion is the process of changing or reinforcing attitudes, beliefs, values,
or behavior. Note that when trying to persuade someone, you might not nec-
essarily try to change someone’s point of view or behavior but, instead, aim
to reinforce it. Your listeners might already like, believe, or value something or
sometimes do what you’d like them to do; you are trying to strengthen their cur-
rent perspective. Suppose, for example, that your persuasive purpose is to get
people to use their recycling trash bins. The audience may already think that
recycling is a good thing and may even use their recycling bins at least some of
the time. Your speaking goal is to reinforce their behavior so that they use the
recycling bins all the time.
The purposes of informing and of persuading are closely related. We of-
ten provide information to give listeners new insights that may affect their at-
titudes and behavior. Information alone has the potential to convince others, but
when information is coupled with strategies to persuade, the chances of success
increase.
In a persuasive speech, the speaker asks the audience to make a choice
rather than just informing them of the options. As a persuasive speaker, you will
do more than teach; you will ask your listeners to respond to the information
you share. If you want your listeners to respond to your persuasive appeal, you
will need to think carefully about the way in which you structure your message
to achieve your specific purpose. Audience analysis is crucial to achieving your
goal. To advocate a particular view or position successfully, you must under-
stand your listeners’ attitudes, beliefs, values, and behavior.
Changing or Reinforcing Audience Attitudes
Our attitudes represent our likes and dislikes. Stated more technically, an
attitude is a learned predisposition to respond favorably or unfavorably toward
something.^1 In a persuasive speech, you might try to persuade your listeners to
favor or oppose a new shopping mall, to like bats because of their ability to eat
insects such as mosquitoes, or to dislike an increase in sales tax.
16.1