Systematic Persuasion Analysis

Persuasion is a big part of communication; it exists in every part of our lives. Systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. Heuristic persuasion on the other hand is the process through which attitudes or beliefs are leveraged by appeals to habit or emotion. We encounter & manage a flow of persuasive messages every day. For example, advertisements in the radio or television are a form of persuasion. Companies must persuade consumers to try and purchase their products and producers try to persuade viewers to watch their programs, etc. Persuasion is also an often used tool in the pursuit of personal gain, such as election campaigning, giving a sales pitch, or in trial

They are: ethos, logos and pathos. Ethos is the appeal to the authority or credibility of the speaker. To convince someone of a fact, they will tend to believe it more if the speaker claims, and can provide proof, of him or herself being an expert on the subject. The second one is logos. It is described as the logical or simulation of it. Logos is normally used to describe facts and figures that support the speaker 's claims or thesis. Having a strong logos appeal also enhances ethos, as it shows that the speaker is well-versed and an expert. The third one is pathos, and it is an appeal to the recipient’s emotions. Pathos invokes emotions that have no bearing on the issue, in that the path they stimulate lack, or at any rate are not shown to possess, any essential connection with the point at issue. In addition, the speaker may use pathos to appeal to fear, in order to sway the audience. Pathos may also include appeals to audience imagination and hopes; done when the speaker paints a scenario of positive future results of following the course of action

Business titles, impressive clothing, and even driving an expensive, high-performing automobile are proven factors in lending credibility to any individual. Giving the appearance of authority actually increases the likelihood that others will comply with requests – even if their authority is illegitimate. For example, you can see this in commercials that utilize doctors to front their ad campaigns. Also, books often quote editors who claimed to read the book and gave a smashing review of it. Other than that, Consistency and Commitment declares that we human beings have a deep need to be seen as consistent. As such, once we have publicly committed to something or someone, then we are so much more likely to go through and deliver on that commitment. This can be explained, from a psychological perspective, by the fact that people have established that commitment as being in line with their self-image. And people strive for consistency in their commitments. They also prefer to follow pre-existing attitudes, values and