Understanding Persuasion: Thinking Like a Negotiator

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Understanding Persuasion Thinking Like a
Negotiator

• Dr. Alan J. M. Haffa

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How do we know what we know?

• Persuasion begins with knowledge
• Claims based on Opinion
• Claims based on Experience Judgement
• Claims based upon Facts and Logic

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Weak Arguments

• Promises
• Emotional Appeals
• Veiled Threats
• Glitter and Glitz
• Yet, power of words to persaude and speak to
  anothers interest is most powerful

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Good Arguments

• Clear Thinking
• Logical Development
• Solid Supporting Evidence
• Respectful, thoughtful, well informed Tone

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What Makes an Argument?

• Facts are NOT Arguable
• Facts only have one answer
• A fact either is or is not
• There is some authority that can answer the
  question
• Facts can be used to support an argument but we
  dont argue about facts unless they are disputed
  People with extreme views may argue about facts
  but that is not true argument it is ignorance.

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Opinions Based on Personal Taste or Preference
are Not Arguable

• Personal Taste Distinguished from Judgments
• Opinions of Taste are subjective and unverifiable
  judgments
• Video games area waste of time
• Modern art is no good
• Star Wars is the greatest movie of all time
• Monterey is a great place to live
• Hamburgers are bad

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Opinions Based on Judgments Are Arguable

• Weighs the pros and cons and determines relative
  merit
• Opinion is measured against standards other than
  personal taste values and beliefs of culture
• How can we understand an opinion about Hamburgers
  put in this context of standards of judgment?

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Uses of Argument

• Argument as Debate
• Winner takes all no mechanism for compromise
• Combative
• Radical doesnt acknowledge and respond to
  opposition in a thoughtful and respectful way
• Argument as Persuasion
• Generate dialogue and mutual understanding
• Gain an understanding of others views
• Clarify our judgments

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Formulating Claims

• Claim is your thesis it states precisely what
  you think
• Claim is presented as a single, declarative
  statement
• Writers signal their claims with words such as
  therefore, consequently, the real question is,
  the point is, it follows that, my suggestion is
• Claims are often followed by outline sentences
  that set out the structure of your argument in
  defense of your claim.
• Claims can be located anywhere but are typically
  in the introduction

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Creating Reasons

• Reasons are support for claims
• Why do you think your claim is true?
• What information or assumptions?
• What evidence?
• What authorities agree with your claim?

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Successful Arguments

• Credible points must be believable to your
  audience
• Demonstrate knowledge of the facts, statistics,
  anecdotes
• Current information
• Careful analysis that doesnt cherry pick
• Avoid Logical Fallacies
• Anticipate Opposition

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Anticipating Opposition

• Anticipate oppositions counter claims and
  present credible counter arguments
• Shows that you are not radical and that you are
  informed
• Preempts the opposition
• Example How are Republicans anticipating claims
  by Democrats that VP nominee Palin lacks
  experience?

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Yes, but Exchanges

• Acknowledges validity of the other persons
  viewpoint, but presents an alternative.

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Pro/Con Checklists

• Make a list of reasons for and against a
  particular policy or idea
• Helps you make better judgments and is essential
  for Deliberation
• Helps you understand your own judgments
• Helps you understand the opposition
• Helps you anticipate the opposition in your
  argument

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From Debate to Dialogue

• Debate is confrontational and does not change
  peoples opinions
• Dialogue is open ended it requires discussion,
  listening, interaction, and understanding
• Take turns speaking
• Keep tone respectful
• Listen!
• Respond to what the other says instead of
  ignoring it
• Seek compromise rather than victory

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What are the source of our Beliefs?

• Deliberation is the thoughtful examination of the
  facts and judgments
• Takes time
• Requires one to understand their reasons instead
  of just being driven by prejudices
• Informed about alternatives
• Leads to one who is confident and comfortable
  with their views

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Taking a War of Words Too Literally, Deborah
Tannen

• Describes an encounter with a talk show
  provocateur
• Do we live in argument culture? Does the media
  promote a culture of debate?
• Do we believe the best way to arrive at judgments
  and make policy is by opposition rather than
  cooperation?
• What is the difference between being weak and
  lacking in self-esteem and being conciliatory
  and compromising? What can we compromise on and
  what is non-negotiable?