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cover of episode 11. The Science of Influence: How to Persuade Others And Hold Their Attention

11. The Science of Influence: How to Persuade Others And Hold Their Attention

2020/5/21
logo of podcast Think Fast, Talk Smart: Communication Techniques

Think Fast, Talk Smart: Communication Techniques
AI Deep Dive AI Chapters Transcript
People
M
Matt Abrahams
Z
Zach Tormala
Topics
Matt Abrahams: 本期节目讨论了如何通过巧妙的言语结构来吸引人们的注意力，以及如何应对人们的抵制情绪，最终达到说服的目的。节目中，Matt Abrahams采访了斯坦福商学院教授Zach Tormala，探讨了提高沟通技巧，从而提升说服力的多种方法。 Zach Tormala: 说服并非欺骗或强迫，而是理解能吸引人们并使其接受观点的因素，从而改变他们的看法。提高参与度是关键，参与度越高，人们越关注并深入思考你的信息，从而提高信息的影响力。提高参与度的技巧包括：明确信息的重要性，使其与受众相关；提前告知受众你将寻求他们的意见或让他们做决定；使用“你”来称呼受众；提出问题；提及变化。确定性和不确定性在说服中扮演不同角色：确定性强化已有的观点，不确定性则激发人们的好奇心和求知欲。应对抵制情绪的最佳实践包括：使用合作性的语言，营造共同体氛围；采用与受众态度一致的表达方式（顺应性表达）。总而言之，说服是一个循序渐进的过程，小的改变也能带来大的影响。 Zach Tormala: 在说服的过程中，要注重吸引受众的注意力，并通过建立信任感和增强受众的确定性来提高说服力。成功的沟通需要技巧，例如使用合作性语言，营造共同体氛围，以及采用与受众态度一致的表达方式。同时，要了解确定性和不确定性在说服中的不同作用，并巧妙地运用它们来达到目的。

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Engagement is crucial for persuasion as it determines how much attention people pay to a message. Techniques to increase engagement include making the message relevant, indicating that audience input will be requested, and using the word 'you' to address the audience directly.

Shownotes Transcript

We’re constantly bombarded with competing images, messaging, and bids for our attention. That's why as communicators, it’s increasingly important to know what engages people.

In this episode of *Think Fast, Talk Smart, *Matt Abrahams speaks with Stanford GSB Professor Zak Tormala about the subtle ways you can structure your speech to get people to pay attention. “It’s not really about tricking people into doing what you want,” Professor Tormala says. “It’s more about understanding the factors that actually engage people or open them up to your idea and maybe get them to see something a little bit differently.”

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