1. Influence Defined-

     Changing another person's beliefs, attitudes,
     and/or behavior.

     P.S.- it is not a dirty word.  Influence is a normal and necessary part of social interaction.  Society could not function  without influence.
 

2. Outcomes

 The outcomes of influence are changes in beliefs, attitudes, and/or behavior.  It is important to understand that not all three outcomes occur in all cases and that the order in which they occur is not always the same.  In other words beliefs and attitudes might change but the desired behavior does not occur, or behavior may change without a real change in attitude.

     1. Compliance-Public Acceptance/Behavior

     2. Identification-Identify with Source/can be
          attitudes and behavior

     3. Internalization- Private acceptance/ attitude
          and behavior
 
 

3. Persuasion

Aristotle:
Persuasion is ethos, pathos and logos otherwise known as source credibility, logical argument and emotional appeal.  Persuasion is communication to influence choices. The process of influencing attitudes or behavior.
 

4. Theory of Reasoned Action (Ajzen and Fishbein 1967, etc.)

 People behave in a particular way because the believe the outcomes of their behavior will be positive.  People behave in a particular way because the have positive attitudes. In other words, attitudes drive behavior.  Attitudes can be defined as "learned predispotions toward objects," which in our case would be products, companies, and even salespeople.  Therefore, customers's or prospects's behavior (e.g., purchasing a product) depends on their attitudes and we can influcne their behavior by working on their attitudes.
 

  Beliefs ->Attitude –> Intention –> Behavior

This is also referred to as the multi-attribute.  The basic idea is the an attitude is the sum of the beliefs we have about an attributes (characterristics, benefits, etc)  of an object (product) and the importance that we attach to those attributes. 

  Attitudes (and hopefully behavior) can influenced by:

  1. Increasing/reinforcing beliefs
  2. Increasing the importance of attributes
  3. Changing beliefs about attributes
  4. Adding new attributes

5. Action Theory of Persuasion

 Parallels the Decision Process

 Actions:  1. Does the need for action exist?
    2. Is there a choice of action?
    3. Will the habitual action suffice?
    4. Reduction of alternative courses.
    5. Choice of preferred action.
    6. Decision to take action.
 

 Persuasion Tactics:

 1. Changing the relative attractive of choices
  Similar to Multi-attribute

 2. Change the decision Process

  1. Provoke and stimulate the process
  2. Shift the decision step
  3. Increase or decrease the complexity
  4. Increase or decrease the uncertainty
  5. Frame the decision process
 

7. Communication Theory

 Source > Message > Channel > Receiver

 a. Source Factors- The basic idea is that characteristics of the person delivering the message affect the reception and acceptanace of the message.

      1. Credibility- we are more likely to pay attention to and more likely to believe someone whom we perceive as being credible.

      2. Attractiveness- we are more likely to pay attention to and more likely to believe someone whom we perceive as being attractive. (Liking, Similarity)

      3. Power- Our ability to influence others depends on our power.  Power is defined as the capacity to influence.

             Types of Power:

                Reward Power- ability to reward
                Coervice Power-ability to punish
                Legitamate Power- power from position or role
                Referent Power- from the desire to identify
                Expert Power - from source's expertise
                Information Power- logical argument

 b. How source factors work

      1. Increase attention and learning
      2. Bias Evaluations
      3. Reduce counter arguing

 c. Message Style

      1. Speed of Delivery

      2. Figurative Language

           Similes-like, as
           Metaphors

           Image Processing- verbal and visual processing

 d. Message Content

      1. Attributes vs. Benefits

           What type of information does the person want and need.

      2. Rational vs. Emotional

           What the person thinks.
           How the person feels.

      3. ELM-Elaboration Likelihood Model (Handout) Petty & Cacioppo

8. Compliance Strategies

 Compliance strategies are influence strategies that are more likely to produce certain behaviors but not change attitudes.  A number of selling tactics (some high pressure) are based on these ideas.  Not advocating but fun to talk about.

 1. Consistency Principle-once a person commits to a position,
  he/she is more likely to comply with requests
  that are consistent with that position
   Four Walls-Build a sequence that the person agrees with.
   Foot-in-the-door- 1st a little commitment, then a big one.
   Low Balling-get commitment first, then add things to it

  2. Scarcity Principle-the more limited or scarce something is the more people want it.

 3. Friendship/Liking Principle-people are more
  willing to comply to a request from someone
  that they perceive likes them.

 4. Reciprocity Principle- psychological obligation
  to repay someone.  Give them something.
  Door-in-the face.  Ask for a big commitment, then a smaller one.

 5. Social Validation-more willing to comply if
  he /she perceives that others are doing the
  same.

Persuasion Check List

1. Establish Credibility

2. Use a postive/ tactful tone.

3. Make you purpose and presentation clear.

4. Present strong evidence to support your position.

5. Tailor you aurguement to your listener.

6. Appeal to the subject's self-interest.

7. Use Logic - Rational Appeals

8. Use Emotional Appeals