BCOM CH 10: Persuasive Messages

When a person writes a persuasive business message, ______ is particularly important.

credibility

The principle of persuasion based on the idea that people typically stay with something once they have committed to it is known as ______.

consistency

When statements in a business message contain full and unambiguous meaning, the business message is said to be

explicit

Which type of writing is characterized by statements that provide full and unambiguous meaning?

explicit writing

The first task of most persuasive messages is to

gain the attention of the readers.

The second stage of the AIM planning process involves

gathering information.

Because persuasive messages are sent to people who may resist your ideas, merchandise, or services, it is important to

have your co-workers read the messages and provide feedback before you send them to consumers

What is a major method of gaining reader attention in internal persuasive messages?

identifying a business need

When a business message provides the rationale for a request before making the specific request, the message is said to be

indirect

Communication specialist Liz Simpson argues that to succeed at persuasion, you must strive to ______ the other person's point of view.

understand

Because people tend to balk at embracing persuasive messages, one of your most important endeavors is to establish

credibility.

Which of the following phrases that might be spoken to a consumer contain positive wording?

maintain your lifestyle have enough money as long as you live

Communicators often need to know how to _____ to help people overcome core attachments to embrace new ideas, products, and services.

make emotional appeals

In business, ______ involves using deception to influence others so that you can achieve your own interests.

manipulation

Mass sales messages will typically take the form of which of the following?

mass emails online ads

Messages sent to a large group of consumers, trying to persuade them to buy specific merchandise or services, are known as _____ messages.

mass sales

Internal persuasive messages typically promote ideas, while external messages promote ______.

merchandise and services

What may be accomplished by presenting an effective persuasive message to superiors?

opening constructive dialog

Sales messages risk sounding dull if they rely too heavily on which of the following?

passive verbs overused words

Compared to other business messages, ______ are more indirect and implicit.

persuasive messages

If you employ ______ wording in your persuasive message, audiences will tend to notice the benefits instead of the drawbacks of your product.

positive

The principle of influence based on paying others back after receiving a favor is known as

reciprocation.

Most persuasive messages are said to be implicit because they

require readers to read between lines to understand the entire meaning.

Which principle of influence operates on the idea that people think there is limited availability of something they want or need, so they must act quickly?

scarcity

What qualities in a persuasive message are most likely to elicit a positive response?

simple language emphasis on choice you-orientation

Which of the following types of words help invoke a sense of excitement and optimism in persuasive messages?

strong verbs lively words action-oriented words

When trying to persuade others, your most effective approach is the one that meets

the needs of your audience.

What should you include in a message to make it more persuasive to employees?

validation of shared concerns a positive vision of change options for them to choose

Because his six principles of influence are powerful and can do harm, Cialdini refers to them as

"weapons of influence."

True or false: Emotional appeals are typically unhelpful and counterproductive because audiences generally rely on reason to make their decisions.

False

Which of the following statements about persuading through shared purpose and shared values are true?

+ You should not use these types of appeals too often. + Professionals often respond favorably when someone appeals to their shared purpose and shared values.

Which of the following are elements of a persuasive message that are included in the body of the message?

+ a solution + a need + a rationale

Which of the following are examples of persuasion?

+ convincing clients to use your services + getting your boss to consider a different perspective + winning over peers to agree with your ideas

Which of the following should you do when trying to persuade colleagues and partners?

+ let them know that you need them + let them know that you appreciate them

Six Principles of Persuasion

1. Liking 2. Reciprocity 3. Social Proof 4. Consistency 5. Authority 6. Scarcity

What are components of the FAIR test?

FACTS ACCESS IMPACTS RESPECT

To ensure that persuasive messages do not harm others, you should employ the ______.

FAIR test

Jenica needs to persuade her colleagues to volunteer to help with a company fund-raiser. Which of the following statements would likely achieve the most positive results?

I really appreciate all your hard work, and I need your help to make this fund-raiser a success.

Which of the following best explains why it is important to understand your target audience's needs and values?

It puts you in a stronger position to successfully persuade them to accept your ideas.

True or false: Persuasive messages that you generate as a representative of a business or other organization are generally considered to be high-stakes communications

True

Which of the following is an example of a logical appeal from a credit union for choosing it over a local bank?

We have more financial options.

Which of the following is an example of a positive emotional appeal for joining a local walkathon to raise funds to fight breast cancer?

You can help make a difference for women here in our community.

Which of the following is typically the most important factor in gaining your colleagues' support when you appeal to shared purpose and shared values?

Your credibility

Which elements are most likely to make a message more persuasive to supervisors?

a confident tone a tangible problem

Who would likely be the best person to read your persuasive messages and give you feedback?

a trusted colleague who does not entirely share your enthusiasm for your ideas

Which type of statement requires reading "between the lines" to grasp the entire meaning, since the underlying meaning is not stated?

an implicit statement

In an effective external persuasive message, the appreciation statement

anticipates the thoughts of skeptical readers.

The AIM planning process for persuasive messages involves analyzing your ______ and creating a ______ that will reduce a person's tendency to resist what you are saying.

audience; message

Laureen is writing a persuasive message directed to her business's customers, asking them to consider a new product. To be successful, her message should

be based on emotional appeals.

In the context of mass sales messages, what is the last step in the AIDA approach?

call to action

Most readers will respond to persuasive writing that emphasizes ______ instead of ______.

choice; intent

Persuasion involves ______ a person whose opinion or understanding about something is different from yours.

communicating with

Effective persuaders provide ______ reasons for action.

compelling and simple

Developing strong ideas that could benefit your audience will make you seem more

competent.

A writer's ______ prompts the reader to ______ the message.

confidence; gain confidence in

A persuasive message should have a ______ tone but avoid ______.

confident and positive; exaggeration and hype

Unlike other forms of persuasion, manipulation involves

deception

You should reread and evaluate all of your persuasive messages, since they can potentially

decrease brand value. enhance your credibility. increase your company's revenue.

People will be more easily persuaded when you

demonstrate that you are seeking benefits for them. understand their needs. take a personal interest in them.

The principle of influence known as social proof refers to the idea that people

determine what is right by seeing what others do.

Most business writing (other than persuasive messages) is

direct and explicit.

By making customers believe that what you are selling is exactly what they want or need, your message will speak ______ to them.

directly

Allie tends to use the I-voice when she writes persuasive messages. Her readers are most likely to believe that she

is concerned primarily with what benefits her. is self-centered and concerned mainly about his own interests.

What elements are likely to make employees reject a persuasive message?

lack of validation an authoritarian tone negative wording

Understanding what other people need and value requires strong ______ skills.

listening

In addition to being more direct and explicit, internal persuasive messages typically rely on

logical appeals.

If a persuasive message is extremely confident and positive, it is more likely to be perceived as which of the following?

pushy exaggerated

A ______ provides compelling reasons why a product, service, or idea will be useful to the audience.

rationale

Nancy sends out New Year's cards to a number of people she doesn't know, and several of them respond by sending her a New Year's card. This is an example of

reciprocation.

A study showed that after people bet on race horses, they felt more sure that those horses would win. This is an example of the principle of persuasion known as

consistency.