THE PATH TO PERSUASION
What Is Persuasion?
Persuasion is the process of changing or reinforcing attitudes, beliefs, or behavior.
We respond to persuasive messages in two ways: thoughtfully and mindlessly. When we are thoughtful, we listen hard to what the persuader is saying; we weigh the pros and cons of each argument. We critique the message for logic and consistency, and if we don't like what we hear, we ask questions and call for more information. When we are in the thoughtful mode, the persuasiveness of the message is determined by the merits of the case.
"The object of oratory is not truth but persuasion."
— Thomas Babington Macaulay
When we respond to messages mindlessly, our brains are locked on automatic. We don't have the time, motivation, ...
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