Path of Persuasion.html

Path of Persuasion

The Path of Persuasion

The path of persuasion parallels the basic communication model with emphasis on the importance of the method used and how attentive the receiver is to the message.

Sender—> Delivery Method—> Message—> Attention to Message—> Receiver

Sender: The question is, “How could the sender, as public speaker, friend, family member, or infomercial host, send a message to persuade you to do something?”

Delivery Method: If the sender does not transmit the message effectively, there is little chance of persuasion. The delivery method is important and depends on the message. Face-to-face communication may be the best way to deliver a message from an emotional, cognitive, or intellectual level. Delivering a message using print media is good if time is required to evaluate and understand the message. Mass media is also effective in delivering persuasive messages.

Attention to Message: The receiver must be receptive. If the receiver is uninterested, he/she is less likely to be persuaded even using the peripheral route (indirect cues like the speaker's charisma and expertise). The receiver must be attentive to process the message and decide.

Receiver: Target marketing is concerned with both the focus of the message and who receives it. Marketing strategies are targeted toward a specific demographic, depending on the message, the time and the place where the message is sent. For example, consider a commercial for a fast-food restaurant. At 8 a.m., the commercial shows an egg, cheese, and bacon sandwich. At 1 p.m., we see customers served a nutritious lunch. In the evening, the commercial targets young people staying up late and needing that extra something.

Depending on the receiver’s demographics you may see a different message. The intent is to match message to receiver to create a better chance of persuasion.