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Persuasion plays a major part in peoples’ lives. People always try to convince other parties to alter their behavior, opinions, and attitudes. Consider persuading a child to eat vegetables, marketing a coffee brand, a politician in a vote hunt, or trying to encourage healthy eating. Achieving the desired outcome from the mention examples is challenging than it may seem.
In a bid to be effectual in persuasion, the first requirement is to frame the message in a way that captures the attention of the party to be persuaded. Attention seeking precedes conveyance of the said message which is to be processed in a way that the persuader expects. The persuasive message has to appeal to the behavioral, affective, and cognitive attitude elements (Rocklage, Rucker, & Nordgren, 2018). That said, a persuader ought to understand how the message conveyed relates to the recipient in terms of desires, motivations, and goals.
Effective persuasion calls for appealing to self-concern so as to make the recipients feel great about themselves. Not only would this create a positive relationship but also establishes trustworthiness. These factors are a few of the many that make persuaders experts in communication, for example, it is for this reason as to why it is likely that a message championing for healthy living would be taken more seriously when conveyed by a doctor (Orji, Vassileva, & Greer, 2018).
On the flip side, it is also vital to develop ways that could prevent attitude change. One of the approaches that could be handy when it comes resisting persuasion is creating a strong defense attitude. People are more likely to make decisions out of their strong attitudes, this is due to the fact that strong are attitudes are less susceptible to change as compared to weak ones (Perloff, 2017).
One notable method of developing a strong attitude is forewarning which entails giving individuals the opportunity to develop some persuasion resistance mechanism. This prepares individuals for future response to persuasive attempts (Petty & Cacioppo, 2018). Forewarning is deemed effective when the expected persuasive message attacks an attitude that individuals hold dear. In other words, forewarning is a preparedness mechanism so as to maintain preexisting beliefs (Rocklage et al., 2018). On the other hand, when individuals care less about a given topic, they may end up changing their belief even way before the appeal presents itself.
Another almost similar approach to forewarning is inoculation which helps strengthen the cognitive element of the attitude. It does so by the presentation of a somewhat weak attack as a preparation mechanism for future persuasion attempts by making attitudes stronger.
Orji, F. A., Vassileva, J., & Greer, J. (2018). Personalized persuasion for promoting students’ engagement and learning. In CEUR Workshop Proceedings.
Perloff, R. M. (2017). The dynamics of persuasion: Communication and attitudes in the 21st century. The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century. https://doi.org/10.4324/9781315657714
Petty, R. E., & Cacioppo, J. T. (2018). Attitudes and persuasion: Classic and contemporary approaches. Attitudes and Persuasion: Classic and Contemporary Approaches. https://doi.org/10.4324/9780429502156
Rocklage, M. D., Rucker, D. D., & Nordgren, L. F. (2018). Persuasion, Emotion, and Language: The Intent to Persuade Transforms Language via Emotionality. Psychological Science. https://doi.org/10.1177/0956797617744797
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