11.5 Conclusion

Adoption – means the speaker wants to persuade the audience to take on a new way of thinking, or adopt a new idea.

Authority – involves referencing experts and expertise.

Bribery – involves the giving of something in return for an expected favour, consideration, or privilege.

Call to action – you want your listeners to do something, to change their behaviour in some way.

Claim – your statement of belief or truth when making an evidence-based argument.

Coercion – the use of power to compel action.

Commitment and Consistency – means ensuring that you follow through on what you say you will do.

Consensus – is the tendency of the individual to follow the lead of the group or peers.

Continuance – the speaker aims to persuade the audience to continue doing what they have been doing, such as keep buying a product, or staying in school to get an education.

Data – your supporting reasons for a claim when you are making an evidence-based argument.

Deception – involves the use of lies, partial truths, or the omission of relevant information to deceive your audience.

Deterrence – call to action that focuses on persuading audience not to start something if they haven’t already started.

Discontinuance – involves the speaker persuading the audience to stop doing something they have been doing.

Emotional appeal – using emotions to move your audience.

Emotional resistance – getting tired, often to the point of rejection, of hearing messages that attempt to elicit an emotional response.

Fallacies – another way of saying false logic. These tricks deceive your audience with their style, drama, or pattern, but add little to your speech in terms of substance and can actually detract from your effectiveness.

Goals of action (solutions) – include adoption, discontinuance, deterrence, and continuance.

Liking – involves the perception of safety and belonging in communication.

Manipulation – involves the management of facts, ideas or points of view to one’s own advantage in order to influence or control another.

Motivation – different from persuasion in that it involves the force, stimulus, or influence to bring about change.

Persuasion – an act or process of presenting arguments to move, motivate, or change your audience.

Reciprocity – is the mutual expectation for exchange of value or service.

Scarcity – is the perception of inadequate supply or a limited resource.

Stimulation – reinforce existing beliefs, intensify them, and bring them to the forefront.

Testimonials – first person reports on experience with a product or service.

Warrant – you create the connection between a claim and supporting reasons when making an evidence-based argument.