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Eradicating Persuasive Positions

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Principle 1: People have categories of judgment by which they evaluate persuasive positions.
Within the latitude of acceptance is contained all the positions on a particular topic that we find acceptable. Within this latitude there is one special position called the “anchor.” This is the single position that a person finds the most acceptable of all. It may be the most extreme position (“absolutely essential”), but the anchor could also be a milder position (“highly probable”). At some border point, a person will no longer accept some position, but will not reject it either. This is the latitude of non-commitment. This contains things about which there is no real opinion. As the discussion moves out of the latitude of non-commitment, there …show more content…
A major factor is the ego-involvement of the person being persuaded. When ego-involvement takes place, there is typically an issue that is addressed that is deeply meaningful to the person receiving the information. Dr. John Seiter, Professor of Communication Studies at Utah State University and co-author of Persuasion, Social Influence, and Compliance Gaining, states, “Having a personal experience related to or in connection with the topic, the receiver in this communication cycle will compare the information to their personal value and belief system creating a more invested stance than they would otherwise.” (Seiter, Gass, 2003). Being ego-involved will make it harder to adjust how the person receiving the information already feels about the topic. The person will fight harder to safeguard their perspective. The latitude of rejection will be bigger, and the latitude of acceptance will be smaller and more specific. Even though this safeguarding mechanism takes place, the receiver can often misinterpret the information or alter the message in order to avoid confrontation. This is the essence of the next …show more content…
SJT holds that people will distort incoming information depending upon the “anchor position” they hold on a given issue. If incoming persuasive information falls within the latitude of acceptance and it is close to the anchor position, then people will “assimilate” the new position. That is, people will pull the new position closer to themselves and make it seem to be even more acceptable than it really is. Conversely, if incoming persuasive information falls outside of the latitude of acceptance, then people will “contrast” that new position. That is, they will push the new position even farther away from themselves and make it seem worse than it really is. Both assimilation and contrast distort the “true” position of the new information. Through assimilation and contrast people alter the “true” position of the incoming information and make it seem closer or farther away from their anchor than it really is. When distortions like this occur, no effective persuasion will occur. In all persuasion efforts, the person seeking change must consider these assimilations and contrasts that may come and adjust the message accordingly. Doing that well is no small task. It requires careful study of the receiver’s anchor point and tactful communication to bring

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