Connect: The Art and Science of Persuasive Communication Toby Groves, Ph.D. [email protected] Copyright 2019 Toby Groves, Ph.D. Mind-Lenses Logical lens (slow, conscious) Cortex handles logic and language but is subject
to depletion (fatigue) Emotional lens (fast, preconscious) Handles belief and trust (not language) Automatic lens (fastest, subconscious) (RAS) Handles conditioned associations Copyright 2019 Toby Groves, Ph.D. Meaning over Logic We respond to meaning
Create context: Memories Associations Expectations Copyright 2019 Toby Groves, Ph.D. Capacity Working Memory is Limited in: Duration Focus Depletion
Copyright 2019 Toby Groves, Ph.D. The Neuroscience of Decision Making Instead of a conscious reasoning process to arrive at a judgment We usually have immediate and sub-conscious intuition Followed by conscious reasoning to support that intuition Copyright 2019 Toby Groves, Ph.D.
How can we ease depletion? Depletion Spur curiosity Take breaks from mentally demanding tasks Help the audience identify with the topic (to see how they fit in) Copyright 2019 Toby Groves, Ph.D. Heuristics:
Context We use Rules of Thumb to simplify decision making-but these simple rules lead to biases, especially under stress Limited capacity for complex problems Inability to recognize counterintuitive solutions to problems Increased likelihood of attention going towards default judgment Copyright 2019 Toby Groves, Ph.D.
Imagine that the U.S. is preparing for the outbreak of an unusual foreign disease, which is expected to kill 600 people. Two alternative programs to combat the disease have been proposed. Assume that the exact scientific estimate of the consequences of the program are as follows: Framing Copyright 2019 Toby Groves, Ph.D. If program A is adopted, 200 people will be saved. If program B is adopted, there is a 1/3rd
probability that 600 people will be saved, and a 2/3rds probability that no people will be saved. -or If program C is adopted, 400 people will die. If program D is adopted, there is a 1/3rd probability that nobody will die, and a 2/3rds probability that 600 people will die. Copyright 2019 Toby Groves, Ph.D. Make the first offer. Research shows that you are more likely to get better terms
and achieve a result closer to your goal. Anchoring and Negotiatio n If you make the first offer you are achieving an important psychological advantage called anchoring. Anchoring-Sets the stage. Everything is compared to the anchor Most people arent aggressive enough in setting the anchor because of fear they will be far off and
disengage the other party Best first offer? Just outside partners reservation price Copyright 2019 Toby Groves, Ph.D. The Art and Science of Improvisation Rule #1 Yes and - This is the holy grail of improv. Accept the ideas that others put forth Rule #2 Act/React- Take responsibility and confront your fears. Have faith that others will have your back Rule #3 Make someone else look good and you look goodInstead of looking out for yourself, look out for the other team members. This builds trust, acceptance, responsibility and commitment
Rule #4 Be Vulnerable and Honest- Be as natural as possible Rule #5 There Are No Mistakes- Trust that everyone is doing the best they can, and use all ideas Copyright 2019 Toby Groves, Ph.D. Strong initial views: Persuasive Approach Resistant to change because of the way we interpret subsequent information When new information meets prior
belief contrary evidence is dismissed as unreliable, or unrepresentative We must also realize that when no initial view is present, the opposite situation can occur-we are at the mercy of the way the problem was formulated (framing) Copyright 2019 Toby Groves, Ph.D. Persuasive Approach Draw them quickly to content they will find important - emotionally
meaningful Frame it so they quickly see what they desire or want to avoid (RAS). Consider context and mood when developing your approach. Copyright 2019 Toby Groves, Ph.D. Be prepared to: Persuasive Approach Remove ambiguity Be clear-you will build credibility
Dont let them misunderstand-you could work hard for an agreement that doesnt work out. Be prepared to: Deal head-on with the hard issues Avoidance only makes it worse Ignoring risk doesnt remove risk Copyright 2019 Toby Groves, Ph.D. Know Yourself and Your Audience
Biases that may reveal themselves through verbal and nonverbal cues Copyright 2019 Toby Groves, Ph.D. The context of the situation that will influence the way the message is framed
Non-Verbal Cues Persuasive Communicati on What are they? Body language Micro-expressions Para-linguistics Speed of speech Tone Copyright 2019 Toby Groves, Ph.D. Mood (affect)
Good mood (non-threatening topic)More likely to use bottom-up thinking- more open for creative solutions and unusual associations Context Bad mood (distracted/threatening topic/system two depleted)-Top down, rules-based thinking - may take more risk on loss related items Copyright 2019 Toby Groves, Ph.D. Persuasive
Communicat ion SOME TIPS FROM INFORMATIONAL INTERVIEWING Copyright 2019 Toby Groves, Ph.D. HOW WOULD YOU START? Start SLOW-SAFE-PERSONAL Set relaxed atmosphere
Start on safe ground Reveal something about yourself Reciprocity Persuasive Communicat ion Establish Rapport Opportunity to establish baseline behavior Set non-threatening tone for open dialogue
Copyright 2019 Toby Groves, Ph.D. This will require research Know Your Audience! Put yourself in their shoes What are their motivations What do they hope to hear/not to hear Copyright 2019 Toby Groves, Ph.D.
What do they and dont they know? Preconceived notions? Know Your Audience! How will they use this information? What can you provide that will support this? -What is the worst mistake they could make with the info? Copyright 2019 Toby Groves, Ph.D.
Connect: The Art and Science of Persuasive Communication Toby Groves, Ph.D. [email protected] Copyright 2019 Toby Groves, Ph.D.
