Persuasiveness Research

Question 1

Overall principles of persuasiveness

Answer 1

Key points:

1. Be credible.
2. Be clear and concise.
3. Lead from strength and address counterarguments.
4. Tailor to audience’s knowledge and values.
5. Adopt a calm, respectful but assertive tone.

Secondary points:

1. Social Proof.
2. Harness consistency.
3. Reciprocity.
4. Loss frames > powerful gain frames.

Question 2

Credibility

Answer 2

Can signal credibility by:
1. Being honest.
2. Being transparent.
3. Being knowledgeable.

Question 3

Clarity and concision

Answer 3

• Avoid jargon.
• Short sentences.
• Clearly structured arguments.

Helps readers process and remember arguments.

Question 4

Lead from strength and address counterarguments

Answer 4

• Put your best arguments first
• Don’t make weak arguments, these dilute your credibility and draw attention away from your strong arguments
• Address counterarguments at the end

Question 5

Calm, respectful, but assertive tone

Answer 5

Reasoning:
1. Calmness enhances credibility, aggression undermines it.
2. Fairness and rationality enhances credibility: a respectful tone signals confidence in the strength of one’s argument.
3. Negative emotion can be contagious. Expressing stress causes the audience to be stressed, instead of engaging with the point.

Assertive v aggressive

Assertive
1. States position clearly and confidently
2. Uses clear reasoning and is constructive

Aggressive
1. Conveys hostility, contempt or disrespect
2. Dismisses views and intimidates or shames