Welcome back to the class on international
business communication. We have talked about
different things in the past, we have talked
about communication in context, we have talked
about the impact of context on communication,
we have talked about, how context plays a
role in deciding whether communication is
effective or not. We have discussed the role
of the receiver’s context in the interpretation
of the message as effective or not. Today,
we will talk about persuasive communication,
which is more of you know why people agree
to do certain things. That is at the very
basic level, persuasive communication is knowing
why people or having people change the way
they do things or having them change from
their current state to a different state.
So, let us go on to revision first as usual;
the first thing I would like you to discuss
is what are the norms that can foster competent
group interaction? I would like you to discuss,
how what kinds of norms can be, can help the
competent interaction, can facilitate competent
interaction in any group or team. The second
thing I would like you to discuss is the different
kinds of communication networks and the manner
in which communication rules might be played
out in different kinds of communication networks.
We have talked about the different communication
networks, we had talked about the y shaped
network, we have talked about the wheel. So,
we have talked about different kinds of networks,
we have talked about the clicks, we have talked
about liaisons and bridges.
And, I would like you to go back to all of
that, and figure out how rules might be differently
played out, where would rules change and how
would they change in these different kinds
of networks. And the next thing I would like
you to discuss and revise is which professional
roles would you associate with liaisons in
the international business environment. Again
in the international business environment,
what kinds of professional roles would be
liaisons? What kinds of professional roles
could be considered as liaisons? And which
kinds of professional roles might be considered
as bridges. And why do you think they are
liaisons or bridges. And who do you think
are clicks? I mean the word click has a negative connotation.
So, I would like you to discuss; how these
things are played out especially in international
business. What kind of qualities would somebody who can be called a liaison? Needs to have
especially in the context of international
business especially in places where? I will
give you a hint in situations, where the languages
between the interacting countries or the languages
of the interacting countries are different.
So, think about these things that is a hint
and figure out how, what kinds of characteristics
or would liaisons need to have. And which
specific key peoples or key roles would need
to be could be called as liaison. The next
thing I would like you to discuss is; how
does cultural diversity affect friendships
at work? How does it affect social relationships
at work?
And, again when we say friendships and social
relationships, I am also expecting you to
discuss the stresses that are placed on teams
and groups. The way friendships are formed
the way members are socialized all of that
stuff. And the rules that are played out and
the manner in which communication rules might
be played out in these friendships. And how
does it affect superior subordinate relationships.
And the communication activities that go on
between superiors and subordinates. So, we
had trust was one very important such activity
feedback was another. How would cultural diversity
affect? How trust is established? How would
cultural diversity affect how feedback is
given and received? And why do you think these
things are affecting cultural diversity is
affecting or in what in cultural diversity
might be effecting the rules in the settings.
Let us move on to after you have done that
then, we will move on to changing minds.
Now, what do you mean by a change of mind?
The mind, when we say change of mind what
we are essentially talking about is; the when
we say the mind use uses language to help
people recreate internally the complexity
of society. Then, we are talking about mind
and language. And how a language affects the
mind? And this was proposed by George Herbert
Mead, a well known anthropologist in 1934.
And this has been mentioned in this book by
again; I am sorry, the name of the book is
not by Ross Anderson, and it is Anderson and
Ross. I have made that mistake in the past
and I apologize for it. So, this is this book
question of communication Anderson and Ross.
It is not Ross and Anderson here, it is Anderson
and Ross. I will make that correction for
the future slides.
Is the disciplined set of programs or schemata
mind is the disciplined set of programs or
schemata by which people organize their plans
of action? Again, this has been mentioned
in this book, but we will not read the book
we will focus here. So, again you know this
university that are functioning on; what the
mind is and what it can do. But at the very
basic level, the brain operates in certain
organized ways that may be described as programs.
And the actions of these programs constitute
the entity that we call them mind of a person.
Life is guided by programs. And programs are
written in languages and that is really the
connection. Let me explain this to you, what
happens is; let me say that the brain operates
in certain organized ways. Now, what we are
essentially saying here is, that the brain
is functioning based on the internal and external
stimulate has received and it is processing.
It is continuously processing the stimuli.
And, it is organizing whatever it is processing.
And this organizations happens by way of programs
every brain has a specific manner in which
it organizes all the keotic information. We
all have our unique ways in which we store
this information. It is not stored as keas.
Imagine what would happen, if you have an
organization with a 1000 people. Everybody
was doing what they expected they were expected
to do. But they were not really and you know
everybody was trying to work towards making
the organization work. But they were not really
classified into different tasks. What would
happen? Just take a field, I mean just you
know somebody who is stealing a field people
are everybody sort of digging into the field.
But that can only go on for so long. After
that, you have to really specialize the tasks.
And give them special tasks and at least remarket
there areas.
So, everybody knows what each one is responsible
for and what specifies tasks each one is suppose
to do. And that is pretty much what the mind
does. There are ways according to which the
mind organizes the information it gets; it
puts all the information into different categories
and that is how the mind works. And of course,
this is not a class on mind and behavior.
So, we would not really go into it. But that
is pretty much reconnection between the brain
and mind and programs. And how do we come
up with these programs. And how do we come
up with these classifications? We use language
to identify these categories. We use whatever
verbal nonverbal images to categories things.
But we definitely have a name for each of
these categories in our own minds. And that
name comes from a language which is a system
of symbols again.
So, when we talk about persuasion; we say human communication persuasion is human communication
designed to influence others by modifying
their beliefs values or attitudes. And Persuasion
according to oxford English dictionary is
the act of convincing a person by argument
or inducement to do something or believe that
something should be done. Now, let us connect
it to the mind. Let us connect it to what
we were talking earlier. Our brain has a certain
set of program. It has a manner, a specific
manner in which it organizes things, a specific
manner in which it organizes information,
analyzes that information stores that information.
When we talk about persuasion; we are essentially
talking about changing the way these programs
work.
We are essentially talking about modifying
the manner in which the something in this
programs. You know you instead of going from
A to B you go from A to C. Why do not you
try that? So, that is what we essentially
trying to do. We are essentially trying to
tell the targets that they should be moving
from A to C instead of A to B. and that is
what persuasion is. You change the way or
you initiate a change in a manner in which
the target person’s brain processes and
organizes and stores the information. And
that is persuasion you know at the very core.
Now, please discuss amongst yourselves, how
in knowledge of persuasive communication is
helpful for a manager in the international
business environment? I just told you what
persuasion is. I am not going to give you
the answer to this. I would like you to come
up with the answer to these yourselves. You
can discuss something right now, or you can
start thinking about it. And listen to what
I have to say and discuss at the end of the
class. According to whoever is coordinating
these classes at you are. Some theoretical
underpinnings of persuasive communication
again, I am sorry to bore you. But then, this
is really essential and will help you understand
things at a conceptual level.
Classical rhetorical theory is the first one
that we will talk about. This was given by
Aristotle. Many years ago in BCs you know
it was, I think 300 to 400 to 300 BC and but
when we say Aristotle 1954, we are not talking
about Aristotle himself having published these
theories. These theories have been translated
by people over the years. And the translation
that we are referring to was published in
1954 that was this timeline is. Rhetoric is
the faculty or ability to find the available
means of persuasion in a situation. And that
is essentially we are keenness to look for
a means of persuasion in a situation are ability
to figure out, that something that there is
something in this that can help me change
my mind. And that is rhetoric and you or you
take a situation and you find there is something
in that situation that can change a person’s
mind.
Then, you use that to change people’s mind
so that is rhetoric. Classical rhetorical
theory is suggests that languages used not
just to influence others, but also to conduct
internal dialogues for the purpose of solving
problems, our thoughts in rhetorical are in
interdependent. So, let me explain this to
you this is been proposed by again this is
based on the theory by theories by Aristotle.
What this essentially says is; now, if there
is a possibility of using some symbols to
change somebody’s minds, we use language
to explore that possibility and to use that
possibility to its maximum advantage. And
according to classical rhetorical theory,
we say that language can not only be used
to influence others. It can also be used to conduct a debate within ourselves.
So, that we can explore different possibilities
and we can change our own minds. And we can
solve problems and we can sort of way the
alternatives using languages our own minds.
And again for somebody who is I know this
is not the PhD class in communication theory.
But you should start thinking about these
things. What in language might be helping
you influence your own intra personal communication?
What among what in the specific language that
you use can be used to change other people’s
minds, we will go more into it. So, I will
explain this further. What according to this
theory our thoughts and our rhetoric? Which
means, what we are thinking and what we find
in what we are thinking or the persuasive
elements of what we are thinking? And what
we are thinking are interrelated they are
interdependent .That is pretty much what the
classical rhetorical theory says.
Occasions for rhetoric; some opportunities
where we can use rhetoric, one is deliberative
rhetoric. It basically concerns itself with
such questions as; what do we do about X?
Which means, that when we stimulate a discussion
initially it is status code, but when we point
out that there is an opportunity for something
to be done? People start thinking about it.
People start deliberating about it. People
start discussing it. And they actually end
up changing their minds everything is great.
So, let us take an example, when we are trying
to sell say cornflakes. So, we say the food I have is great, but what do we do about texture?
Now, cornflakes at the nutritive level are
very similar to lot of things we normally
use.
We have different cereals its maize you could
actually boiled corn and have it for breakfast.
You could do different things, but boiled
corn and boiled wheat has similar textures.
So, whether you eating a porridge or boiled
corn it is just the soft guise stuff in your
mouth. But then, when you are trying to sell
cornflakes as an alternative breakfast cereal
we say ok great. It has the same kind of nutrition,
but what do we do about the texture? Is there
something different that we can come up with?
And that get people thinking and then they
are convinced, that yes there is something
different that needs to be done about the
textures. So, what do we do? We take this
boiled corn, we process it, we bound it, and
we flattened it and make it crunchier. So,
people get a different texture until a point
that our people are with what they have. This
is an example of deliberative rhetoric. Forensic
rhetoric is what have occurs in courtrooms
and other places where the facts and interpretations
of individual cases are argued.
So, what we do is the argued on the basses
of facts and interpretation. We take facts
and we take the interpretations of those facts and we argue upon the logic behind these interpretations.
And that is and uses those interpretations
and our own individual logics behind those
interpretations to convince people based on
facts that are for an in forensic rhetoric.
The third one here is Epideictic rhetoric;
this refers to the ceremonial speaking in
public forums. That praises or blames individuals
for their virtues or vices. What we are referring
to here is exaggeration of a person’s personal
qualities. So, we use that to convince people.
We just inflict things; we use flowery language,
if you remember we had talked about commutations
styles in previous lecture. And at that point
we had talked about flowery language.
And, what epideictic rhetoric does is; it
uses flowery language, it uses exaggerations
to convince people. You have something small
and you enlarge it. You say so and so took
one bribe. So and so succumbed to a bribe
somebody went to this particular person’s
office and offered a bribe of share 1000 rupees
which is not very much in this age and the
person took it. So, this means that if some,
if a person can succumb or a person can accept
a bribe of 1000 what is preventing him, from
accepting a bribe of 5 lakhs tomorrow. So,
this person should not be promoted to the
higher ranks, because the opportunities for
offering bribe would be very large. You sort
of inflated or this person is very bad, how
could this person accept a bribe? You know
a bribe is a bribe. Weather, its 1 rupee or
1000 rupee or 100000 rupees which is a 1000000
rupees. How could this person accept a bribe?
And sort of you know, you just let it all
out or you say this person is very nice, this
person is been known to be very sincere in our front.
And, it has been known that this person has
been putting in has been standing up for what
is right this person has never succumbed to taking a bribe. Even when 500000 rupees were
offered to him or 500000 rupees means 500000 for our international audiences I am trying
to clarify this. 500000 rupees were offered
to the person, the person did not take the
bribe. So, I am using that I am just inflating
this and I am using that to convince people,
that this person is very righteous very unrighteous
kind of person. And that is epideictic rhetoric
I am using an opportunity praising a person
for his or her virtue and doing it in public.
So, people will listen to me and agree with me ok.
Inartistic and artistic persuasive appeals;
we have different kinds of appeals. Inartistic
means of persuasion are; they emphasize the
discovery of a given external to the choices
of the individuals concerned. They are simply
found in the situation or in external inducements.
For example, oaths and torture now, these
are the more crude means of persuasion, you
have taken an oath. So, you have to do this
by virtue of this oath you said you would
speak the truth and always the truth and never
lie or whatever. So, you use that oath and
pin everything on to that oath. And that is
inartistic means of persuasion or you torture
a person into saying something. Artistic means
of persuasion are more shuttle facts must
speak for themselves they must be interpreted
and presented creatively in order for them
to have an influence on an audience.
So, you sort of creatively present facts and
you say you know these are the 4 or 5 facts.
And why do not you figure out for yourselves
you organize the facts in such a manner that
the listeners are propelled towards deciding
in one direction. You do not state the ultimate
goal of persuasion upfront. You let the people
use I mean you organize the facts in such
a manners that the answers come out of those
facts on its own. And that is the artistic
means of persuasion. So, it is sort of deliberately
arranged facts and figures.
Some types of artistic proof; the first one
here is Ethos personal proof or ethical proof
which acquires its value. Sorry, artistic
proof is a choice rhetors make when they seek
to persuade others. They are the choices,
they are the things and they are the concepts
rhetors. When we say rhetors; these are people
who use rhetoric or persuasive communication.
So, these are the choices they make or these
are the concepts they use to convince others
to agree to what they are saying. Types of
artistic proof; we have ethos. Ethos is personal
proof or ethical proof which acquires its
value from the person who presents it, which
means it is more about who is talking. So,
it is proof about the person now, this is
of various types and it depends upon the credibility
of the speaker, the speaker reputation which
in term depends upon the environment that
the speaker is in. Expertise of the speaker
trust worthiness and dynamism.
Auditors admire rhetors, who have an enthusiastic
and animated presentation styles. Whatever,
the case may be they interpretation lies in
the hands of the receiver. Here, we say auditors
we are not talking about people who go and
audit companies. We are talking about peoples
who are listening to you. And when we say
auditors here auditors admirator’s people
who are listening admire people who speak
with a lot of energy. So, you know the, how
would you feel if I was just sitting here.
And I was just reading here, artistic proofs
choices rhetors make when they seek to persuade
others types of artistic proofs ethos personal
proof or ethical proof acquires its value
from the personal presents it. How do you
feel about this? Nothing, but when I actually
look at you, I move my hands, I move my neck,
I do this I sort of move my torso. And the
energies reflected, my voice goes up and down.
You tend to pay more attention and this is
what dynamism is. And people who are listening
tend to respond betters to the speakers who
exude energy, who throw out energy into the
audience’s. Credibility of course, we know
speakers reputation.
Expertise again, you indicate your expertise
either by telling people that you are expert
or by discussing things that is logical to
the person and trustworthy of course, it cannot
be built in one day. It comes with time, but
then, that also influences the Ethos of any
appeal any persuasive appeal. So, that contributes
to the personal proof, I have been trained
in such and such things. I have a reputation
for being for saying the right thing and for admitting my mistakes. I am trustworthy you
can believe what I am saying. You can believe that whatever I am telling you is the way
it should be. And I am saying it with a lot
of fervor. And so that contributes to your
belief in me, because of my personality and that is Ethos.
The second type of artistic proof here is
pathos. Some people call it pathos I am sorry,
if I am miss pronouncing it. Pathos refers or pathos refers to the rhetorical use of
messages that appeal to an audience’s emotions
and passion. People believe what they want
to believe what they feel like believing.
Now, this is the other thing again we are
we are again going round about you know everything
is rounding persons contexts. You will believe
what you want to believe. I do not believe
that child abuse is a big problem, I do not
want believe that it can be happen to anyone
in my vicinity. Now, if god forbid for something
like this happens. And I am sorry, but you
know sorry for hurting the sentiments of the
atheist. But we do not want such things to
happen, we hear about it and we sort of shut
our eyes to it or we say unethical academic
practices do not take place in institution
of higher education .We just do not want to
believe that it can happen. And so if somebody
tells us; we say no, no, it does not happen.
We do not have bad student’s attritety.
I am not saying it happens I am just saying
that we just close or we shut our eyes to
possibilities like this and this is pathos.
On the other hand that is negative side. One
the other hand, if somebody says that all
students attritety are brilliant. I will believe
it without batting an eyelid all faculty are
brilliant. All faculty attritety Kharagpur
are hard working. They produce large volumes
of research. All the students’ attritety
of Kharagpur are brilliant. So, as a faculty
attritety Kharagpur I will believe it because
I am the part of the system, I know what happens
here. And even if I am outside these four
walls, just because of the reputation of I
I T, I will believe it without batting an
eyelid. I am like a it is I I T Kharagpur
it has to be true. So, I will believe what
I want to believe. And that is it sort of
appeals to people’s emotions of passion.
Yes, we believe that if it is an institute
like I I T it has to be this good.
Misconception about the role of emotion and
persuasive communication; something is that
we believe that. Or, do not sort of something
some misconception are; one is emotions are
not things that can be stored up or expanded
like commodities we think that emotions are
things. But they are really nothings that
can be stored up or expanded like commodities.
They are better understood as judgments interpretations unique to each individual. That develops
as a result of a complex interplay of physiological
and psychological factors. Now, what is this
means that emotions are interpretations. My
emotions are my interpretations of how comfortable
what something is and how comfortable I feel in that situation.
So, they are unique to each individual and
when we say mass emotions that is unfortunately
a misconception, but then, we use it. It is
use to advantage of people who were trying
to persuade people. The other thing here is; people believe that emotion comes largely
from outside the self. They are inner interpretations
affectively tied to outer experience. That
is emotions in relation to something else
outside the self. I feel what I want to feel.
We were talking about disqualification the
other day. Disqualification is I will not
fell what you want me to feel. I will not
react in manner which you want me to react.
I will not interpret the message in the manners
that you want me to interpret it. I will interpret
it the way I want to interpret it. You are
trying to hurt my feelings; you are trying
to get me angry I would not get angry. I will
not let it defeat me negatively.
So, that is disqualification this is pretty
much what we are saying here, emotions come
largely from outside. We say our emotions
what I feel is tied to something outside.
No, it is tied to what I want to believe about
whatever is happening outside. If I do not
want to let whatever is happening outside
affect me then, I will not be affected by
it. And emotions are physiology and psychology I mean they are combination of physiology
and psychology. So, these are this is something
and these are some of misconceptions that
are used at times abused by people who want
to persuade others for various reasons to
buy things, to vote, to all kinds of things.
The third type of artistic proof is Logos.
Logos means the persuasion should be based
on logical arguments and reasons that a rhetor
can present to an audience. Information that
is presented in a precise order and accompanied
by statistical support examples and relevant
testimony encourages listeners to arrive at
a specific conclusion recommended by the rhetor.
So, this is what we say is the right way of
doing things. This is logic; if A cause B
and B causes C I should be able to assume
that A causes C. And that is logic I am going
to give you some facts that are so clearly
linked to each other that you will arrive
at the conclusion, that I want you to arrive
it. So, that is logos.
Ethos which means I believe you because you
are believable. Not because of whatever you
are saying. Anything you say is acceptable,
because I believe you as a person. Pathos
is I believe what you are saying I feel for
what you are saying I believe in whatever
I want you to believe in. So, whatever you
are saying an appeal to my emotions and that
is way I will believe in it. And logos mean;
that whatever you are saying ties in with
my logical thinking. I understand the logic
you are portraying to me. So, I am going to
believe in whatever you are saying. That is
the some of the 3 facts of artists proof that
persuasive speakers use to convince others.
Now, some types here, syllogism is the form
of logical reasoning that moves from major
premise through minor premise to conclusion.
And this is the inductive reasoning similar
to conductive reasoning. For example, A has
a characteristic feature X, B is a subset
of A, and hence B will also have the characteristic
feature X.
So, we will say all horses can run fast, black
is a horse and so black can also run fast
so that syllogism. We go from larger subsets
to a smaller specific detail. The second one
here is enthymemes 1 of the 2 premises implicit.
For example, A has a characteristic feature
X this characteristic feature X manifests
itself in some form in B. Hence, the listeners
assume the B must be a subset of A in order
for it to be exhibiting characteristic. Now,
what are we saying here; we say that again
taking the previous example all horses can
run fast black can also run fast. So, assume
we let it for we let the listeners decide
that yes, B must be a horse and that is why
you know B can run fast. So, B must be a horse,
we said all horses can run fast B can run
very fast. So, we sort of leave 1 of the assumptions
for the listeners to figure out. And that
is enthymeme and that is 1 more way of using
logic to persuade people.
Interpersonal tradition; we were talking about
the classical rhetorical tradition of persuasion.
Interpersonal tradition of persuasion is where
we use persuasion as a helping relationship.
Where we say that persuasion actually happens,
because of the communications, because of
the interactions between the 2 people. It
is not because of what we think or, what we
feel or, because of the way in which are mind
impacts what will feel about things. It is
not intrapersonal classical tradition typically
focuses on the interpersonal nature of persuasion.
I am doing whatever you know I am behaving
according to the stimuli data coming to me
from the environment. But it is after all
the most of the processing happens internally.
Here, we take the processing outside ourselves.
And we say it is the interpersonal tradition
of persuasion; how you know inter personally
we can convince people to believe. And whatever
we are saying or agree with our request.
So, the first point is persuasion as a helping
relationship. Some implications for health
communication we need to communicate with
people interpersonally. If possible not at
them impersonally again most of the research
in this direction has been carried out in
health communication. Where, doctors were
trying to convince patients to take their
medicines on time. And patients were not agreeing
to it. And then the doctors eventually said
that you know they realize they should not
be telling patients what to do. They should
be convincing patients to take their medication
on time to undergo treatment on time to undergo
in the manner they were supposed to go undergo
treatment in. And so they do not tell them
what to do, they convince them. They say this
is why you should be doing this. Do your resources
allow you to do something like something in
this direction if not I can suggest alternative
course so faction. So, it sort of constructed
to getting the convincing portion is constructed
together by constant feedback from both the
directions.
And, that is how persuasion becomes helping
relationship. Some characteristic of personal
occasions for persuasions; the first 1 here
is the existence of relational history. We
more readily take into account details from
our past encounters with the other person.
If I have had a history of interacting with
the other person I am more likely to believe
them. I have had some interaction, I have
been convinced, I have managed to convince
the other person at times. So, it will be
easier for me to be convinced because of whatever
we are talking about. And there is some relation
history opportunities for interaction; we
can more easily adjust our approaches while
they are applying them. Because we are aware
of others ongoing reactions these is here
we are talking about the constant feedback
we are getting from the person we are talking
to. If we are in touch, we are having an ongoing
interaction with the person it becomes easier
for us to help the person to convince the
person.
For example, I am trying to convince you through
a virtual medium. I am not able to tell you
all these things in person. You are not here,
I do not know when you will be listening to
these lectures could be 6 months from now,
could be a year from now, could be 20 years
from now. And so I do not have an opportunity
to convince you that whatever, I am saying
is right. In addition I do not have an opportunity
to make any corrections to something may inadvertently
saying incorrectly. And that is the difference
between real time and virtual communication
and even persuasion. I am trying to tell you
all these makes sense to me. They may not
be making sense to you, but I have no way
of convincing you. If you were here, in class
you could have asked me questions, but madam,
how this play out, but madam how does this
play out.
But we do not have that opportunity. So, it
is one sided. When we are saying, we are trying
to convince a person personally or persuade
a person personally, we said that the opportunities
for the interaction for the number of times
I can talk to you, I can get feedback from
you refer. Whatever, I am saying will determine
how where I can convince you. Excuse me, the
concern for relational outcomes; Rhetors in
personal relationships attempt to influence
the other. While being fully aware of how
much the attempt could change the relationship
itself. Now, again then we are talking to
somebody, you know many time we say when you
are fighting with somebody, you should after
a point you should let the argument go. Why
do we say that? Because after a point, the
argument starts changing the relationship
and you say this is what I am saying is right.
And the other person says what I am saying
is right. And you both are stuck on your own
points.
And, there is some sort of disconfirmation
from either side starts an you say you know
I do not to talk to you. And when the other
person says this, immediately one fells oh my god am I going to lose my relationship
with this person. Am I going to lose my friendship
with this person? Is my boss going to be offended,
is my boss going to stop treating me well?
And the person says, you know what I have
it, I do not want to this to continue. And
at that point, the relationships becomes more
important and with manner in which we were
trying to persuade people changes. Now, when
we were together with somebody, how we help
the person is determine to a large extend
by what we think of that relationship with
the person. And what we think of outcome of
this persuasion in terms of the relationships
we have with that person. And that is what
this is all about the concern for relational
outcomes. How will this communication affects
the relationship I have with this person.
Compliance we were talking persuasion and compliance are interrelated. So, we will just
discuss the difference.
What is compliance? Compliance occurs when
1 person. I am sorry, let us focus on the
slide compliance occurs when one person does
what another person wants done to achieve
a favorable reaction from other. He may be
interested in attending certain specific rewards
or in avoiding certain specific rewards or
in avoiding certain specific punishments,
that the influencing agents control, this
by Kelman 1966 in Anderson and Ross. I just
love this book; I have been referring this
book again and again. So, what we are essentially
saying here is, compiles is a form of persuasion
in which 1 person does what another person
wants done.
You say do this and I say ok that is compliance.
I comply with your request, I comply I of
course, follow your orders. But I comply with
your request. He may be interacted in attending
certain specific rewards or in avoiding certain
specific punishments that the influencing
agent controls. Why do I comply with reward?
Why do i comply with a request you make? May
be there is some gain at the end of it. In
terms of relationship will be closer you will
think me as a nice person. If you are my boss
you will say he or she is obedient or if I
do not listen to what you say there is a stick
at the end of it. I will be punished if I
do not comply with request.
Persuasion is compliance plus identification
plus internalization. So, we just discussed
compliance identification is people change
behavior and attitude to conform not only
publicly. But also privately, in order to
identify with the persuader in a certain way.
Internalization is person is influenced and
conforms because he or she perceives deeper
congruence between personal values and be
behavior suggested. So, compliance is just
one part of it. Yes, I agree to do things,
but why do I agree to do those things. I agree
to do those things because something here,
something here in my heart is convinced that
something changes.
We were talking about programs for organizing
information in the beginning of this lecture.
And something sort of clicks either in my
heart or in my mind. That you know something
is right about the situation, I convince myself
something is right. And then it may not always
be like that, we will talk about negative
persuasion at some point also. But what we
are essentially trying to say is, that there
is identification we change behaviors and
attitude in public and also we do it in private.
After that, public situation is over; I still
try in convincing myself. That yes, this is
right thing to do. And I perceive a deeper
congruence, I perceive a harmony, I perceive
a link between what you are suggesting and
what I am doing. And that is why I change
my behavior and that is when persuasion is
complete. When I have internalized the reason
for change and those programs in my brain
have changed. The programs that process the
information have changed.
Compliance gaining theory proposed by Maxwell
and Schmitt 1967 again, publish in Anderson
and Ross in 2002. The basic ways in which
we are try to persuade others interpersonally
are promise. We promise to reward others in
they comply pretty self explanatory. So, I
will just read it, threat we promise to punish
others if they do not comply. Positive expertise
we suggest that we know that good things will
happen. If they comply negative expertise,
we suggest that we know that bad things will
happen if they do not comply. So, I know again
positive expertise and negative expertise
is I know I am an expert. I know enough about
this to know that positive or negative things
will happen. Liking we act so as to be pleasant
helping them decide to comply with someone
they like.
Pre giving is we give a reward before suggesting that they comply again, something an example
of this could be a bribe. I am giving you
all this show there is a sense of obligation
will come to in a few minutes. Aversive stimulation
is we continually punish them. So, there compliance
will bring relief and that is we suggest the
compliance because of some previous situation
I scratched your back milliners ago. So, you
have to help me now. Aversive stimulation
is constantly get put them into very difficult
situations you keep sort of hammering it.
And then definably given in they say I have
had enough of this negativity and they gave
in ok.
Some more here, Moral appeal we say that they
will be immoral if they do not comply or more
moral if they do. Positive self feeling is
we show how they will feel better about themselves,
if they comply. So, you will feel good if
you agree to do this. Negative self feeling,
moral appeal there are differences here, moral
appeal is this is good this is right and that
is why you should be doing this. Positive
self feeling is you will feel good about this
would not you feel good if you help a child
in need.
Yes, it is right, but will you also not feel
good about it, will you also not feel good
if you invite these disadvantaged children
to yours home months and months and give them
food. Negative self feeling is we show how
they feel worse about themselves if they do
not comply. You will say how will you live
with yourself? If you do not help these children,
how do you live it yourself? If you drive
past this slum every day, how do you live
with yourself? Your kids are sitting there
and throwing food on the floor and look at
these children they do not have 2 square meals
in a day.
So, how do you live with yourself? That is
negative feeling. Positive alter casting we
suggest that good people would wish to comply,
altruism we claim that we very much need the
compliance. Altruism is helping people going
out and helping people in need. And we say
I really need your help, I cannot do without
your help I cannot function without help.
So, I appeal to your inner needs to be helpful.
Positive esteem we show how others with think
well of them if they comply. And negative
esteem we show how others will think worse
of them if they do not comply. We do this
with people who are very much concerned about
what others will think of them. Weather, it
is right or wrong it is different, but what
people in your click think about you. What
will people in your close network think about
you, if you do not do this? Now, many of these
things are overlapping and Maxwell and Schmitt
realized that.
So, they came up with some categories and
I will let you figure out which of this going
to the rewarding activity, which of this going
to punishing activities, which of this going
to expertise activation of impersonal commitments
and activation of personal commitments. That
is your homework figure out how these connect.
But these are 5 categories into which the
previous 16 points go into ok.
Why do people comply with requests? The first
one is how do we persuade people. We persuade
people by different methods. Why do people
agree to being persuaded and that is what
we will talk about. The first one here is;
adaption level theory which was proposed by
petty and Cacioppo. I hope I am pronouncing
the name right in 1981, it has been published
or it has been mentioned in this book by canary
Cody and Manusov. I will show you this book,
another book that I have been referring to
quite a bit this is the book the book that
I have been referring to intrapersonal communication
second edition by Canary, Daniel J Canary
Michael j Cody and Valerie L Manusov. And
again I am sure later edition of this book
are available. If you can find them please
go through this book it is very helpful for
understanding interpersonal communication.
Why do people comply with requests? Adaption
level theory is when people choose of an amount
something, tangible or intangible feelings
or physical things. And come to expect that
amount as typical or normative.
We say they have adapted to that level. So,
give you an example, we say that ok. You know
black I may be fond of very bright colors,
but I see everybody around me wearing black
color. So, I say black is a very professional
color and in relation to black I feel that
say the color of this bottle is very bright.
And so if I wore clothes of this color you
would think that you know I am being very
unprofessional. And so that is again compared
to black maybe I use to wear clothes of that
color at some point. But I come to believe
that black is my color then, everything else
is compared to black that is 1 example. Anchor
again 2 types of adoptions we make. We either
anchor things or we believe things due to
the anchor effect or we can help people comply
or we comply requests due to the contrast
effect.
Anchor effect is an expectation can become
an anchor for how someone perceives what is
normative or typical. For example, the definition
of professionalism or what is appropriate
office wear in business and environment. Now,
I am at an institute where we are usually
casually dressed we focused more on what we
tech and how we teach them how we are dressed.
So, you know once in a while it is a saree,
once in while it is jeans, once in a while
this or that. But we focus less a lot less
on how we dress up and go to office. So, somebody
who is coming from a multinational company
to this place will say oh my god you see teachers
in jeans? And we say what I say in class is
much more than the color of my clothes and
stuff. And then again this is you are comparing
to whatever you have seen. So, these definitions
are socially constructed and I believe, I
say black is professional.
So, somebody who is dressed in black will
be considered more professional than the professional
who is not dressed in black. And contrast
effect is you say I will not be like this.
I do not want to be like this. So, you sort
of up make an appeal to the contrary. When
some new object person or event is judged
against this standard and it is displaced
away from the adapted level or anchors that
is the contrast effect. Relative perception
of what is better or worse in comparison to
the standard. For example, driving to work
in a car is better than driving to work on
a 2 wheeler or taking the public transport.
And you say you know what, when you are trying
to sell a car to an executive you say you
wore using a scooter. But that time you were
at a much lower level. And look at everybody
else. So, there is a contrast effect, you
do not fit into this category, you must do
something different to be recognized just
somebody different.
So, you know again taking the example of this
clothes, if you are trying to sell bright
clothes to professionals you will say everybody
wears black. You know right from frontline
managers to middle level executives everybody
wears black .But you are above and beyond
that, why cannot you dress up in simpler in
bright colors you cross that. So, there is
a contrast effect. And you try in convince
people when you are talking about anchoring,
you say you fit into this category everybody
in this category is doing this. So, you must
also do this. And that is appeal by similarity
here appeal by dissimilarity that is pretty
much what these things are.
Impact of anchors and contrast; anchors leads
to expectations that are governed by perceptions.
And I will let you figure this out and I will
give you lost of tests today, which industry
would this be useful in? This would be useful
in the dash industry or dash division of any
business. You feel this blanks in you create
a perception that leads to expectations which
in term leads to needs which helps the business
by doing something that you will be doing.
And I want you to feel in these blanks and
figure out what am I talking about. And you
know this will help you gain entry into or
get a perspective about the industry that
uses persuasion as its base. Contrast persons
generosity can be manipulated by comparing
him or her contribution to others persuasion
by contrast can also be used by manipulation
in sales pitches, by pitching more expensive
products before the less expensive ones.
And what happens is when we talk about generosity;
you are asking people for funds. You will
say so and so has bought a phone worth or
so and so has contributed. You know we are
all contributing 1000 rupees. So, why do not
you go ahead and contribute1000 rupees also,
that is the minimum we expect from you and.
So, that is something that you do. And you
say if you contribute less than that would
not you be considered less generous than others.
Then, another situation that has been given
in this book is persuasion by contrast can
be used for manipulation in sells pitches.
So, you show somebody this very expensive
model of a telephone. And you say you know
this is there and then you show them a less
expensive model which is still beyond your
range. But you say you know what this is cheaper.
So, this is what pretty much sales do, they
will first put very high prices on things
and then they will say 40 percent off. And
so even with 40 percent off it is still out
of your reach. If you had gone to buy that
product that price originally you would not
have probably bought it. But at that point
you say its fine you know at least it is cheaper.
So, creating wrong perceptions; reciprocity
is another reason why people comply with requests
you scratch my back and I will scratch yours.
One should be more willing to comply with
a request from someone who has previously
provided a favor or concession. Self-explanatory,
this creates an obligation there could be
reciprocal conceptions also, we feel obligated
to comply with a request. If the asker has
made concession to ask in the past they say
I have given you this much discount i have
done this for you. So, why do not you come
back or we are obligated to somebody because
of some social issue or some social requirement.
So, that is why we comply with requests. Now,
one implication of this is the door in the
phase tactic. People say no to the first request
and the door is shut in the solicitor phase
after rejection and the solicitor concedes
you promote the target to concede.
So, what you do is, you make the first request
is very large. And when you are going for
sales and all, you say please agree to by
these at 7000 rupees. You say what nonsense
7000 for this particular vacuum cleaner and
I can get a similar one at 5000. So, they
shut the door in office. And then you knock
again and you say if they are selling it to
you for 5000 rupees, I will sell you this
particular model for 4000 and 500 rupees.
And you say that is something worth considering.
So, and plus they will perceive that you have
jumped you have come down by 2500 rupees.
And you will say my god you are going to make
that concession? You are going to bring that
cost down by one third. So, that I can buy
this product and you will say yes I will do
that for you are such an important customer
and then they are like ok. If you are willing
to come down one third may be I will consider
your request.
So, you have got what you wanted. As oppose
to you are knocking on the door and saying
you known what I am selling for 4500 rupees
will you buy it? And they will say what nonsense,
the other brand is more popular it is more
branded I do not mind spending more 500 rupees
for such a well known company. But when you
bring your price down you say we are better
than them. Why do not you try give us chance
we will offer it to you at a price a price
that is 500 rupees less than them. So, you
stand to gain you like it you can buy some
more. So, that is what you do.
Some guidelines in the effective use of the
door in the face tactic; the first one here
would be rejection of the first request by
the target person. Perception that the second
request is smaller than the first one and
the solicitor is conceding to a smaller request.
Again, the first request should be rejected;
the second request should be clearly smaller
than the first one. And the solicitor it should
be clear to the person who to the target person
that the solicitor is actually doing this
by taking a hit himself. Perception that the
first request is not preposterous that mean,
that the target person should have a reason
for denying it. And should not read too much
into it is size. For example, if you are trying
to sell things for say 5000 rupees and you
ask 15000 rupees for it. And the person you
are targeting clearly knows that it is not
worth 15000 rupees.
So, they shut the door in your face. And you
are like why is the person offering it to
me for 15000 rupees. What is going on? For
they start reading too much into it. And that
is not good. So, that is making a preposterous
request you do not want people reading too
much into what you are offering. Reasonable
size of the first request so as to not evoke
resentment or result in loss of credibility
of the solicitor.
Again, it should not be too big so that people
stop believing you. It should not evoke a
negative response and you know you should not ask sale if you are trying to sell something
for 4500 rupees. You should not try to sell
it for 10000 rupees. And you will say the
person will say are you kidding me? Are you
out of your mind? I do not believe you or
whatever; you know how a person with your caliber could think of this. So, or solicitation
of the first and second request needs to be
done by the same solicitor. Because people
see you, your body language and the focus
on the person, how much is this person willing
to come down from here that is all.
We have time for today. I will just take you
to the questions, I have some more stuffs
for you. But we will talk about it in the
next class.
I would like you to discuss; the, what we
have for your homework. Discuss persuasion,
motivation, compliance and change a mind and
the interplay among these, in the context
in the international business. Please discuss
amongst yourself, how diversity would impact
the reasons? Why people comply with requests?
And discuss the ethical implications of the
tactics used to convince people to comply
with requests. And we will talk about the
rest next time.
Thank you.
