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cover of episode #54. Troy Andrews: Science of Persuasion

#54. Troy Andrews: Science of Persuasion

2021/7/13
logo of podcast THD美籍华人英语访谈秀

THD美籍华人英语访谈秀

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J
Justin
No specific information available about Justin.
T
Troy Andrews
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Troy Andrews 认为,人们的决策并非总是理性的,而是受到情绪、认知偏差等非理性因素的影响。因此,在设计演示文稿时,需要关注内容策略,而非仅仅是演讲技巧。他提出了一个 ABC 系统化流程,包括明确演示文稿的目的(Change),塑造演讲者自身形象(Perception),以及深入了解受众(Audience Analysis),并根据受众的特点调整内容,克服可能存在的障碍(Barriers)并搭建沟通桥梁(Bridges)。他强调,每次演示文稿都应根据受众的不同而有所调整,并通过巧妙地调整表达方式(框架效应)来影响人们的认知。他还指出,行为经济学与行为科学关系密切,两者之间差异细微,都关注人类行为背后的心理机制。在说服与操纵之间,他认为关键在于意图,但意图难以判断,因此他更倾向于使用影响力这一中性词来概括各种行为。他认为,大多数演示文稿的目的是说服受众,但需要明确目标,并根据受众的认知塑造自身形象。 Troy Andrews 还分享了其在工作中运用故事讲述的经验,他认为,通过运用故事讲述,能够有效地激发受众的情感共鸣,从而提升说服力。他介绍了“短故事”公式(Situation, Hero, Ordeal, Resolution, Transformation),并以史蒂夫·乔布斯的演讲为例,说明了故事讲述在提升说服力方面的作用。他还指出,在运用故事讲述时,需要根据受众的特点和目标,选择合适的故事类型和情感表达方式,避免过度使用负面情绪。 Justin 和 Howie 与 Troy Andrews 就行为经济学的相关概念、说服与操纵的区别、以及如何在实际工作中运用行为科学知识等方面进行了深入的探讨。他们探讨了损失规避理论、稀缺性原则、社会认同等行为经济学原理在日常生活和商业活动中的应用,并分析了这些原理对人们决策的影响。他们还探讨了文化因素对说服策略的影响,以及如何根据不同的文化背景调整说服策略。 Justin 认为,行为经济学解释了传统经济学无法解释的人类非理性行为,并举例说明了在微观层面上,个体行为往往违背传统经济学规律。他还探讨了说服与操纵的区别,认为关键在于是否隐瞒真相或歪曲事实。他认为,人们很容易受到影响和说服,即使在理性层面上能够识别出操纵行为,也会因为损失规避、面子等因素而做出非理性选择。 Howie 在对话中积极参与讨论,并与 Justin 和 Troy Andrews 一起探讨了相关话题。

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Introduction to the podcast and the guest, Troy Andrews, who specializes in presentation design and delivery, strategic corporate storytelling, and influential communication.

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Troy Andrews is a corporate trainer teaching Presentation Design & Delivery, Strategic Corporate Storytelling, Influential Communication, and Slide Design.  He incorporates the principles of Behavioral Science, Behavioral Economics, Nudge Theory and Persuasion Theory with business communication to help his clients maximize persuasive impact.  He's trained at Forbes 500 MNC companies like Nike, Porsche, IKEA, H&M and Under Armour and has taught presentation skills and design at institutions like Duke University and Fudan University Business School.  He is a contributing writer for Entrepreneur Magazine and recently spoke at Nudgestock 2020, an annual Behavioral Science event.  He is currently writing his first book on applying Behavioral Science principles to modern presentations to optimize persuasion.  Check out PresentationPersuasion.com)

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