12 angry men pathos ethos logos

Management Competencies

Session 6: PERSUASION Instructor Name

Date

胡悦瑜�
Rhetoric skill: via communication Nudging skill: via contextual/architectural setup modes of persuasion: logo: speaker-focused patho: audience-focused, audience interest, emotion Ethos: content-focused, persuasion based on logic�
Agenda

1. Warm-up case 2. Rhetorical skills (incl. Cialdini’s weapons of

influence) 3. 12 Angry Men video case 4. Nudging skills

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link back to communication framework • most of the time communication is an

attempt at persuasion: • convince others to accept selected

“facts” (and act accordingly) • impress a particular image of the

speaker on the audience (and thus compel them to accept the speaker’s message)

• urge audience to accept the relationship suggested by the speaker (e.g. to gain trust)

• hence, an important part of communication skill is to craft statements in such a way that they are persuasive, i.e. influence/change the audiences thoughts and actions 3

胡悦瑜�
KEY CONCEPTS FOR TODAY

RHETORICAL SKILL

(influence via communication)

NUDGING SKILL

(influence via contextual/architectural

setup)

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2. RHETORIC

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3 classic “modes of persuasion” (types of appeals)

ethos pathos

logos

speaker-focused: audience-focused:

content-focused: • presentation of premises (assumptions, facts,

testimony), interpretations (e.g. analogies and comparisons), and conclusions

• perception of a speaker or writer’s character (e.g. warmth, empathy, values, etc.) and competence (education, experience, etc.)

• known reputation and authority of a speaker is extrinsic ethos

• character and competence conveyed in the text itself is intrinsic ethos

• appeal to an audience’s self- interest (is agreeing with the speaker advantageous to me?), identity (does the speaker flatter me/my group?), emotions (does the speaker excite my anger, pity, etc.?)

• direct manipulation rarely succeed

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胡悦瑜�
persuasion based on logic
Example to Illustrate Logos, Pathos, Ethos

• August 2016, US presidential candidate Donald Trump’s “what do you have to lose?” appeal to African American voters

• As you watch the clip – consider what tactics Trump is using in his appeal and the effectiveness of the appeal

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Cialdini’s weapons of influence

reciprocity

commitment & consistency

social proof

authority

scarcity

we are more likely to accede to the request of a perceived authority figure.

opportunities seem more valuable when they are less available.

we view a behavior as correct in a given situation to the degree that we see other performing it.

once we make a choice or make a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment.

we should repay, in kind, what another person has provided us.

liking

pathos

logos

ethos we are more likely to accede to the request of someone we feel sympathetic towards.

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READING: Cialdini, R. B. (2001). "Harnessing the Science of Persuasion." Harvard Business Review 79(9): 72-81.

OPTIONAL READING: Cialdini, R. B. and N. J. Goldstein (2004). "Social influence: Compliance and conformity." Annu. Rev. Psychol. 55: 591-621

胡悦瑜�
the twelve jurors

movie case – “12 angry men” (1957)

#2 bank teller #3 messenger service #4 stock broker #5 man from slums #6 painter

#7 salesman

#8 architect#9 elderly man#10 garage owner#11 watchmaker#12 ad man

#1 foreman

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the twelve jurors

movie case – “12 angry men” (1957)

#2 bank teller #3 messenger service #4 stock broker #5 man from slums #6 painter

#7 salesman

#9 elderly man#10 garage owner#11 watchmaker#12 ad man

#1 foreman

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#8 architect

what makes juror #8 so persuasive?

subtle interpersonal tactics – the socratic leadership style

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1) Appear neutral and calm

2) “Let them talk” strategy • Surface information, (weak)

arguments, disagreements • Put burden of proof on others

(easier to criticize)

3) Undermining opponents credibility • Reveal others’ personal agenda • Draw out compromising or

inconsistent statements • And as a last resort…

Flame your opponent

Commitment & Consistency

Social Proof

Authority

susceptibility to influence (1 of 2)

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which jurors are most susceptible to influence?...and why?

胡悦瑜�
old man - feels isolated and in need of friend man from slums - might be an ally due to empathy with victim bank teller - feels belittled and buied�
susceptibility to influence (2 of 2)

• prepare the ground to make your audience susceptible/receptive to your influence attempts

• basic principle of timing: “what we present first, influences the way people experience what we present next” (framing/anchoring effect)

• tactics include : • 1) invoking unity (shared identity / “we” relationship) • 2) provide verbal cues (e.g. questions) that direct attention

to facts/feeling compatible with your appeal • 3) provide favorable non-verbal cues (e.g. from physical

environments)

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tune your audience!

NUDGE

胡悦瑜�
感情�
胡悦瑜�
战略�
one way to ”prepare the ground”: story telling a compelling narrative provides the setup, contextual cues, tropes (common, broadly understood narrative elements) and relatable characters that help prepare your audience to accept your key message (the “morale of the story”)

14 READING: Denning, S. (2004). Telling Tales. HBR 82(5)

abbreviated table

胡悦瑜�
>> critical reflection: beware of bullshit/bullshitting

Harry G. Frankfurt • professor emeritus of philosophy at Princeton University • 1986 paper “on bullshit” republished in 2005 as a book, became a

bestseller • presents a theory of bullshit • defines bullshit as speech that is designed to impress but lacks a

direct concern for the truth (even for subjective truth) • liar ≠ bullshitter (liar has to know and care about the truth, that

motivates the liar’s efforts to conceal it)

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beware of bullshit/bullshitting bullshit = speech that is designed to impress but lacks a direct concern for the truth (even for subjective truth)

ethos pathos

logos

• inconsistent self-statements (implicit/explicit)

• self-statements that are inconsistent with past behavior/ reputation

• vague / inconsistent audience pandering

• overemphasis on emotional effects

• obscure but internally consistent logic

• lacking commitment to particular facts or values

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PRACTICAL GUIDANCE

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• many well intentioned presenters with important messages to communicate fail to persuade their audiences

• there are a number of common, easy-to-avoid mistakes (the “fatal five”)

• there are common characteristics of excellent presentations (interaction, clarity, enthusiasm)

• Goodman’s gives clear guidance on how to achieve excellence

OPTIONAL READING: Andy Goodman’s “Why Bad Presentations Happen to Good Causes”

3. NUDGING

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胡悦瑜�
not orally, nudging others to make choice that you want them to make
what’s a nudge? the classic example how do reduce bad aim and spray in men’s restroom urinal area?

nudge = subtle triggers for cognitive defaults and behavioral scripts (based on psychological research)

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NUDGE PRINCIPLES

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easy (to understand and do)

(considers cognitive overload; low barrier

for action)

attractive

(grabs attentions, stands out from the noise, and assessed

positively)

social

(connected to social norms and

assumptions)

timely

(nudge at the right moment)

nudging tactics in management

interaction rules/procedures

• schedule (allocated time for presentation, response, Q&A, etc.)

• discussion rules (e.g. “no judgment”, no defensive comments, etc.)

• voting arrangements: timing, public/private, decision rule

• timing of breaks

• documentation / issue tracking 21

participation setup

• who is at a meeting?

• what official roles are assigned?

• who sits where?

issues & options salience

• what issues are on the agenda

• issue/option framing

seating arrangements (1 of 2)

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leader selection

30%

70%

leader selection25%

7% 6% 4% 3% 7%

22%

7% 6% 4% 3% 7%

7% 1% 3% 4% 10%

seating arrangements (2 of 2)

competitive, cooperative, or communal?

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seating arrangement – horizontal differences

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snapshot by mors 430 student at elephant & castle

4. Key Takeaways

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Key Takeaways

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on the stage: practice your

rhetorical skills (pathos, ethos, logos)

behind the stage: practice your nudging skills

(EAST, situation/context)

prereq.: know your

audience