TITLE

A Practical Theory of Persuasion Based on Behavioral Science Approaches

AUTHOR(S)
Funkhouser, G. Ray
PUB. DATE
November 1984
SOURCE
Journal of Personal Selling & Sales Management;Nov84, Vol. 4 Issue 2, p17
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The purpose of this article is to present, in terms relevant to people involved in sales and selling, a new theory of persuasion. This theory is called the Action Theory of Persuasion. This article is a condensation of a somewhat longer and detailed monograph, providing a brief summary of the theory and illustrations of how the theory applies to, and can be used in, practical selling situations. This theory assumes that the object of any persuasion attempt is to get someone to do what the persuader wants him to do. Attitude change may be useful insofar as it leads to action, but action is the final goal. The theory assumes that every action is preceded by a decision to take that action. To influence action decisions one must understand the process by which people decide to take action. It appears that a person must go through a sequence of decision steps prior to taking action. It follows from the model of decision-making that there are really only a few basic persuasion tactics, from which an infinite number of different persuasive messages can be produced.
ACCESSION #
6291584

 

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