Functions of Persuasion

Functions of Persuasion

The function or purpose of persuasion will depend on how strongly the audience holds
an attitude. In relation to the persuader’s opinion, audience may have attitudes that fall
anywhere on a continuum as below.

-2 ————- -1 ————- 0 ————- +1 ————— +2
-2 = strongly opposed, -1 = moderately opposed 0 = neutral or undecided +1 = moderately
in favor, +2 = strongly in favor

The persuader needs to select a purpose that is realistic for his/her audience. Five
general purposes of persuasion are listed below.

• Create uncertainty. When an audience is strongly opposed to the
persuader’s view, the best that may be possible for the persuader is to make
the audience a little less certain they are right, a little less comfortable with
their current attitude.

• Reduce resistance. If the audience is moderately opposed to the
persuader’s position but not closed-minded, the persuader may be able to
reduce opposition to his/her view and move the audience toward neutrality.
While not expecting a reversal of views this goal asks the audience to recognize
the validity of opinions different from their own.

• Change attitude. If the audience is not committed, especially strongly, to
any attitude on the topic this goal is appropriate.

• Amplify attitude. If the audience is already moderately favorable to the
persuader’s view, he/she can design a message which will reinforce current
attitudes in the audience, help the audience resist appeals from opponents,
and (perhaps) motivate the members of the audience to become strongly
committed to his/her position.

• Gain behavior. When an audience strongly favors the persuader’s position,
the logical goal is to get them to act on their convictions.