Throughout history, researchers have studied the role of persuasion, from the first cave paintings to the present-day marketing world. The most prominent theory is the Theory of Reasoned Action, which is based on ample empirical evidence. However, many other theories have been used, too, including the Social Judgement Theory, which focuses on the intention of people to act. In other words, the more persuasive a message is, the higher its utility.
When persuading others, the benefits offered must be tailored to the target audience. For instance, a persuasive message may include the benefits of healthier children, a lower tax rate, a younger-looking audience, or a new money-making skill. As with any persuasive approach, the type of benefits offered by a persuader will vary depending on the target audience, the goal of the message, and the available resources.
A traditional view of persuasion dates back to ancient Greece and still informs much of our understanding of persuasion. Many have criticized this view for its overly Western bias, claiming that it is based on a culture that is biased towards a certain point of view. Nevertheless, it has been argued that persuasion carries a cultural component and can promote genuine new markets.
It is essential to note that different people have varying persuasive tendencies. For this reason, the most effective way to approach persuasive speech is to select a topic that resonates with your interests. For instance, if you want to pursue a career in education, you should select a topic related to what you're passionate about. Avoid topics that are controversial or touchy. If you're studying psychology or sociology, you should select a topic related to the field you're studying.
In today's world, learning how to persuade others is vital. It is necessary to influence colleagues, clients, and employees to achieve the company's goals. Effective persuasive communication goes hand in hand with good management and listening skills. You'll need both to be effective at persuasion. For example, good leadership requires a good understanding of how to build rapport with people. If you can achieve these goals, you'll have more credibility and respect among people.
The theory of Social Judgement suggests that persuasive messages produce attitude change through judgmental processes and effects. For this reason, people judge persuasion messages in relation to their own current perspectives. Therefore, if a persuasive message is presented to several people, they may draw different conclusions. This theory is still a popular choice among scholars and researchers. It explains why people choose to follow the same messages from different sources.
In addition to analyzing social situations and their effects on behavior, this new field of research is also investigating violent white supremacists and the propaganda of American terrorist groups. For example, communication scholars are exploring the role of rhetoric in the formation of collective memory and how this influences the construction of political discourse. Many of these cases involve persuasive appeals and have a profound impact on the public's behavior. And the new perspective of rhetoric can also shed light on the practice of rhetoric in public discourse.