The persuasion methods should be chosen depending on the strength of the arguments and how well the audience is understood. Kenneth Berrien KB Kenneth Berrien developed a model that illustrates different persuasion tools based on the level of intuition (understanding of the audience) and influence (strength of arguments).
Depending on an individual’s levels of intuition or influence then there are different tools available:
- Compromise: With weak arguments and a poor understanding of the person to be persuaded, it is probably necessary to seek a compromise between your position and that of the others.
- Bargaining: Knowing the audience and understanding the situation is key to understanding what might influence them.
- Logic: With strong arguments, it is possible to influence people with reason, facts & data.
- Emotional appeal: When individuals have both a good understanding of their interlocutor and the ability to exercise influence over them with logical arguments, then they are able to make an emotional appeal.