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Chap 1

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McGraw-Hill/Irwin

Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

CHAPTER EIGHT
Influence

Influence in Negotiation
The actual strategies and messages that individuals deploy to bring about desired attitudinal or behavioral change
• People differ widely in their ability to use influence effectively • Persuasion is as much a science as a native ability
• Everyone can improve persuasive skills

8-3

Two Routes to Influence
• Central route
– Occurs consciously and involves integrating the message into the individual’s previously existing cognitive structures (thoughts, frameworks, etc.).

• Peripheral route
– Characterized by subtle cues and context, with less cognitive processing of the message and is thought to occur automatically.

8-4

8-5

The Central Route to Influence:
The Message and Its Delivery
There are three major issues to consider when constructing a message:
• The content of the message
– Facts and topics that should be covered

• The structure of the message
– Arrangement and organization of the topics and facts

• The delivery style
– How the message should be presented
8-6

The Central Route to Influence:
The Message and Its Delivery
• Message Content
– Make the offer attractive to the other party
– Frame the message so the other party will say “yes”
– Make the message normative – by following a course of action he will be acting in accordance with both his values and some higher code of conduct (e.g. “buy American”,
“save a tree”)
– Suggest an “agreement in principle”

8-7

The Central Route to Influence:
The Message and Its Delivery
• Message Structure
– One-sided messages: ignore arguments and opinions that might support the other party’s position
– Two-sided messages: mention and describe the opposing point of view and show how and why it is less desirable
– Message components
• Negotiators can help the other party understand and accept their arguments by breaking them into smaller, more understandable pieces
8-8

The Central Route to Influence:
The Message and Its Delivery
• Message Structure (cont.)
– Repetition
• Enhances the likelihood that the message will be understood – Conclusions
• With people who are very intelligent, or have not yet made up their minds, leave the conclusion open • For people whose ideas are already wellformulated and strong, state the conclusion
8-9

The Central Route to Influence:
The Message and Its Delivery


Persuasive style: how to pitch the message
– Encourage active participation
– Use vivid language and metaphors
– Incite the receiver’s fears
– Violate the receiver’s expectations

8-10

Peripheral Routes to Influence
The receiver attends less to the substance of persuasive arguments and is instead susceptible to more “automatic” influence through subtle cues
• Usually occurs when the target of influence is either unmotivated or unable to attend carefully to the substance contained within a persuasive message 8-11

Aspects of Messages that
Foster Peripheral Influence
• Message order
– Important points should be made early exposing the receiver to the primacy effect

• Format
– Arguments may be more or less effective depending on the channel in use or the presentation format

• Distractions
– When receivers are distracted, they are less able to engage in issue-relevant thinking
8-12

Source Characteristics that
Foster Peripheral Influence
• Source credibility









Qualification and expertise
Reputation for trustworthiness and integrity
Self-presentation
First impressions
Status differences
Intent to persuade
Associates
Persistence and tenacity

8-13

Source Characteristics that
Foster Peripheral Influence
• Source/Personal attractiveness







Friendliness
Ingratiation
Likeability
Helping the other party
Perceived similarity
Emotion

• Authority
– People with authority have more influence than those without authority

8-14

Aspects of Context that
Foster Peripheral Influence
• Reciprocity
– When you receive something from another, you should respond in the future with a favor in return

• Commitment
– Once people have decided something, they can be remarkably persistent in their beliefs

• Social Proof
– People often behave in certain ways because everyone else is doing so
8-15

Aspects of Context that
Foster Peripheral Influence
• Scarcity
– When things are less available, they will have more influence • Use of reward and punishment
– Exchange relies on resources as the power base: “If I do X for you, will you do Y for me?”
– Threat of punishment

8-16

The Role of Receivers—
Targets of Influence
• Understanding the other’s perspective
– Exploring or ignoring the other’s position
– Selectively paraphrase
– Reinforce points you like in the other party’s proposals

• Resisting the other’s influence
– Have a BATNA and know how to use it
– Make a public commitment
– Inoculate yourself against the other party’s arguments

8-17

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...អាណាចក្រភ្នំ អាណាចក្រភ្នំ គស​ 50-630 ទីតាំង * ៣០០លី លិចលីនីយ(ជនជាតិចាម) * ៧០០០លី Jenan(តុងកឹង) * ឈូងសមុទ្រធំមួយ * ទន្លេរធំមួយ លិចនឹងពាយព្យគឺសមុទ្រ * ១លី=៥៧៦ម=១៧២៨គម=> 1. កម្ពុជា 2. កម្ពុជាក្រោម 3. ថៃ(ភាគកណ្តាល) រាជវង្សមាន៖ 1. លីវយី(៥០-៦៨) 2. ហ៊ុនទៀន(៦៨) 3. ហ៊ុនប៉ានហួង៖ដែលជាមេទ័ពបានប្រើល្បិចវាយក្រុងទាំង៧នឹងបានដណ្តើមអំណាចពីព្រះ បាទហ៊ុនទៀន 4. ហ៊ុនប៉ានប៉ាង៖ជាកូនហ៊ុនប៉ានហួង 5. ហ្វាន់ជេម៉ាន់៖ជាអ្នកសំលាប់សោយរាជ្យបន្តរឺក៍ហ៊ុនប៉ានប៉ាងផ្ទេរអំណាចអោយ 6. គិនចេង(២២៥)៖ត្រូវជាកូនរបស់របស់ហ្វាន់ជេម៉ាន់ពីព្រោះគាត់បានស្លាប់ពេលវាយ នៅ គិនស៊ីន 7. ហ្វានឆាន(២២៥-២៤៥)៖បានសំលាប់គិនចេងដើម្បីសោយរាជ្យបន្តដែលត្រូវជាក្មួយហ្វាន់ជេម៉ាន់នឹងត្រូវជាបងប្អូនគិនចេង 8. ហ្វានឆាង(២៤៥-២៥០)៖ជាកូនពៅរបស់ហ្វានជេម៉ាន់បានមកសងសឹកនឹងសោយរាជ្យបន្ត 9. ហ្វានស៊ីយ៉ុន(២៥០-២៨៩)៖បានសំលាប់ហ្វានឆាងសោយរាជ្យបន្ត 10. ធៀនឈូឆានតាន(៣៥៧) 11. កៅណ្ឌិន្យ(៣៥៧)៖គាត់មានកូនពីរគឺស្រីឥន្រ្ទវរ្ម័ននឹងស្រេស្ធវរ្ម័ន 12. កៅណ្ឌិន្យជ័យវរ្ម័ន(៤៤២-៥១៤)៖មានបុត្រាពីរគឺគុណវរ្ម័នជាប្អូននឹងរុទ្រវរ្ម័នជាបងក៍ប៉ុន្តែគុណវរ្ម័នជាអ្នកសោយរាជ្យដែលត្រូវជាកូនកុលប្រភាវតីជាមហេសីរីឯរុទ្រវរ្ម័នជាកូនស្នំ។ដោយមិនសុខចិត្តព្រោះខ្លួនជាបងមិនបានសោយរាជ្យក៍ប្រើល្បិចសំលាប់ប្អូនដើម្បី សោយរាជ្យម្តង។ 13. គុណវរ្ម័ន 14. ចេនឡា ចេនឡា រុទ្រវរ្ម័ន(៥១៤-៥៥៦) គស ៥៥០-៨០២ 15. ឥសីកម្ពុស្វយម្ហូវ៖ 16. ស្រុតវរ្ម័ន៖ 17. ស្រស្ធវរ្ម័ន៖ 18. វីរវរ្ម័ន៖ 19. ភវរ្ម័ន(៩០០-៩២២)៖ * ទីតាំងរបស់ចេនឡានៅត្រង់តំបន់បាសាក់តាមដងទន្លេរមេគង្គដែលច្ចុប្បន្ននៅភាគ អាគ្នេយ៍ប្រទេសឡាវ...

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