Page 206 - DMGT402_MANAGEMENT_PRACTICES_AND_ORGANIZATIONAL_BEHAVIOUR

Unit 9: Learning, Attitudes and Values

(b) Comprehension: Comprehension of the message is necessary. If your arguments are Notes
so complex and technical that they go beyond the expertise of your audience, even
good arguments will go right over the target's head.
(c) Yielding: Yielding to the persuasive message results when the target's cognitive
responses to the message or the product are generally favourable.

(d) Retention: The target must remember the message until he or she is in a position to
do something about it.
(e) Action: Finally, the target must take action based on your message.

2. Peripheral Route to Persuasion: The peripheral route to persuasion includes any method
of persuasion other than via convincing arguments. Many techniques of persuasion take
the peripheral route, including those based on learning principles such as classical
conditioning. By pairing your product or issue with a stimulus that is known to produce
a positive emotional response, you may induce in your target a conditioned positive
response to the product. That is why, sexual and romantic images are so frequently used in
advertisement for products ranging from beer to shampoo.
In the peripheral route to persuasion, the message recipient is persuaded on the basis of
heuristic thinking, previous learning experiences, or other methods that do not require
evaluation of quality of the arguments in the message. Instead, the individual is persuaded
by characteristics of the persuader – for example, expertise, trustworthiness and
attractiveness. In addition, the individual may be persuaded by statistics, arguments or
the method of presentation – all of which are not substantial aspects of the message, but it
may persuade the individual.

Case Study Have a Positive Attitude

om is the manager of a restaurant in America. He is always in a good mood and
always has something positive to say. When someone would ask him how he was
Tdoing, he would always reply, “If I were any better, would be twins!” Many of the
waiters at his restaurant quit their jobs when he changed jobs, so they could follow him
around from restaurant to restaurant. The reason the waiters followed Tom was because
of his attitude. He was a natural motivator. If an employee was having a bad day, Tom was
always there, telling the employee how to look on the positive side of the situation.
Seeing this style really made Peter curious, so one day he went up to Tom and asked him,
“I don’t get it! No one can be a positive person all of the time. How do you do it?” Tom
replied, “Each morning I wake up and say to myself, I have two choices today. I can choose
to be in a good mood or I can choose to be in a bad mood. I always choose to be in a good
mood. Each time something bad happens, I can choose to be a victim or I can choose to
learn from it. I always choose to learn from it. Every time someone comes to me
complaining, I can choose to accept their complaining or I can point out the positive side
of life. I always choose the positive side of life.” “But it’s not always that easy,” I protested.
“Yes, it is,” Tom said “Life is all about choices. When you cut away all the junk, every
situation is a choice. You choose how you react to situations. You choose how people will
affect your mood. You choose to be in a good mood or bad mood. It’s your choice how you
live your life. “Several years later, I heard that Tom accidentally did something you are
never supposed to do in the restaurant business: he left the back door of his restaurant

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