Using Values in Persuasion
As persuaders, we need to think about what is important to
our target audience. An individual’s values are what s/he believes to be
important in life.
If properly understood, values can be used in at least two
ways: 1) in developing commonality with the audience by showing you share
certain values, thus making you more trustworthy, and 2) by using things the
audience values as motivation for taking the desired action you seek of them in
your speech.
Some values are ends in themselves, while some are means to
attain those ends. To help understand this, it is useful to be familiar with
the work of Milton Rokeach. His research focused on human values and in his
1973 book The Nature of Human Values,
he identified two kinds of values, “Instrumental” and “Terminal”. Terminal values
are goals people believe it is important to attain in their lifetime, while
instrumental values are specific behaviors or characteristics that help us
attain our terminal values.
The following are the values Rokeach identified as being
valuable to people.
Terminal Values
|
Instrumental Values
|
|
1. cheerfulness
2.
ambition
3.
love
4.
cleanliness
5.
self-control
6.
capability
7.
courage
8.
politeness
9.
honesty
10.
imagination
11.
independence
12.
intellect
13.
broad-mindedness
14.
logic
15.
obedience
16.
helpfulness
17.
responsibility
18.
forgiveness
|
Please note that order of importance varies from individual
to individual. Thus you must think about your target audience and what you
think they would deem more or less important and construct your message
accordingly. Your goal is to explicitly state how the action you ask of them in your speech
will help provide them with the things they value.
I hope you find this useful.
That's all for today my friends. Be well, speak well, and as always, thanks for reading.
For more information about Dan Leyes Consulting work, see Semiosphere Consulting.
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