The Complete Idiot's Guide to Persuasion

286 Pages·2009·1.465 MB·Spanish

by  Steve Booth-Butterfield

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by Steve Booth-Butterfield, Ed.D.
A member of Penguin Group (USA) Inc.

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by Steve Booth-Butterfield, Ed.D.
A member of Penguin Group (USA) Inc.
To Rich Petty of The Ohio State University for his friendship, his character,
and the ELM.
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ISBN: 1-101-02612-X
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1 Persuasion Basics 3
Words to change thoughts, feelings, and
actions; advantages of persuasion; comparison
with power.
2 The Communication of Persuasion 15
Communication elements and model; the
Cascade; TACT; intention is easy, fun, and
popular.
3 The 10 Rules of Effective Persuasion 31
There are no laws of persuasion, but here are
10 rules that guide the effective planning
and use of persuasion plays.
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4 Conditioning and Modeling 47
Respondent conditioning (ding-dong);
operant conditioning (for me?); modeling
(monkey see, monkey do).
5 Obedience and Authority 63
Compliance with authority (only following
orders, sir!).
6 Thoughtful Persuasion 75
Direct attacks; four principles; WATTage
and the central route with arguments
(hmmm, I’m thinking, maybe …).
7 UnThoughtful Persuasion: Cues 89
The peripheral route; persuasion plays that
require no thinking (does it come in red?);
when in doubt, take the peripheral route;
CLARCCS cues.
8 The Two Step 103
Two requests are better than one (ah-one,
ah-two); foot in the door; door in the face.
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9 “Why? Because!”: The Explanation Game 119
Attributions assign causality to internal or
external causes; explanations drive actions.
10 Consistency and Dissonance 135
Consistency—persuasion gravity; inconsis-
tencies (klong! that does not compute) create
dissonance; we like what we suffer for.
11 Inoculation Theory 157
Threats and a weak attack lead to strong
defending (the best defense is a weak offense).
Strengthen an existing position rather than
changing it.
12 What You Don’t See Is What You Get 171
Messages operating below conscious aware-
ness (what you don’t see is what you get).
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13 Prove It! 189
Scientific method versus Darwinian sur-
vival; the four forces of science.
14 Persuasion Scripts 209
A sequence of dialog and action aimed at a
persuasion goal; a template for planning and
doing all persuasion plays.
15 Graduation Day 227
The lessons: terminology and plays; the per-
suasion toolbox; practical guidelines; persua-
sion and human nature.
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A Further Reading 241
B Glossary 249
Index 259
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Using Words to Change People...................................4
Categories of Thoughts, Feelings, and Behaviors.......5
The Art of the Nudge...................................................8
What If Words Can Change People?...........................9
People Internalize Change..........................................10
You Don’t Have to Punish or Reward.........................10
They Do It for You.....................................................11
Power and Persuasion.................................................11
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Messages and Meanings in Process............................16
A Model for Communication.....................................17
The Communication Cascade of Persuasion.............19
Tipping Points and Dominos......................................20
Reception: Did They Get It?.......................................21
Processing: Did You Think About It?..........................23
Response: Did It Change Them Internally?.................24
Become More TACTful..............................................25
If You Don’t Flow All the Way, You Fail....................28
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Wise Guidelines for Action........................................32
Rule No. 1: There Are No “Laws” of Persuasion,
Only Rules.................................................................32
Rule No. 2: It’s About the Other Guy........................34
Rule No. 3: People Tend to Resist Change...............35
Rule No. 4: All Persuasion Is Local...........................36
Rule No. 5: If You Can’t Succeed, Don’t Try............38
Rule No. 6: Effective Persuasion Takes Planning......38
Rule No. 7: All Bad Persuasion Is Sincere.................39
Rule No. 8: Remember the Persuasion KISS:
Keep It Simple, Sweetie............................................40
Rule No. 9: Walk Softly and Carry a Big Stick.........42
Rule No. 10: Power Corrupts Persuasion..................43
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Common Sense Persuasion Theories.........................48
Classical Conditioning................................................48
Pavlov Goes to the Dogs.............................................49
Ordinary Life Examples.............................................50
Reinforcement.............................................................51
The Three Consequences.............................................52
Rewards and Punishers..............................................52
The Process of Reinforcement......................................54
Practical Applications.................................................55
What’s Wrong with Reinforcement?...........................56
Skillful Reinforcement................................................57
Modeling......................................................................58
Monkey See, Monkey Do............................................58
How Modeling Works................................................58
Modeling Case Studies...............................................59
How Modeling Is Used...............................................60
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Jim Jones and the Jonestown Massacre......................64
Obedience, Hierarchy, and Power..............................64
The Milgram Study.....................................................65
Pain and Learning....................................................65
The Apparatus...........................................................66
The Script.................................................................66
Results: They Did What?...........................................68
The Big Secret: A Confederate...................................69
Obedience and Thoughtfulness..................................69
The Path of Least Resistance......................................69
A Matter of Survival.................................................70
Practical Implications..................................................71
Four Points of Obedience............................................71
Making Choices.........................................................73