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Persuasion in Public Speaking – Cognitive Dissonance – Passionate Power Presentations – Number 9
Cognitive dissonance is a powerful argument structure used in persuading an audience. Cognitive dissonance occurs when you are presented with information that is inconsistent with your attitudes, values, or beliefs. It causes an uncomfortable emotional feeling as you consider or hold two contradictory ideas. Cognitive dissonance theory states that people are motivated to reduce dissonance by changing or rationalizing their attitudes, beliefs, or behaviors when presented with facts or a situation that disrupts their current attitudes, beliefs, or behaviors.
Dissonance in the structure of arguments
Creating dissonance in a speech can be an effective way to persuade your audience to change their attitudes, beliefs, and/or behaviors.
Illustrate the audience’s pain -> Then introduce reassurance or relief
To use cognitive dissonance in an argument, first present a problem or need that you know is likely to conflict with an attitude, belief, or value held by the audience. This creates cognitive dissonance in the minds of your audience. You do this in order to create discomfort in the person in order to attract their attention and motivate them to change the unpleasant internal situation.
Then you introduce additional information, a solution, or an alternative to the dissonant information that restores cognitive balance or equilibrium for the audience. By doing this, you create a logical and emotional path for the audience to travel towards the solution you introduce.
An example of a constructive use of dissonance would be introducing the audience to the concept of personal failure. Show them, through a vivid story, the reality that if they continue with their current limiting thoughts and behaviors and their excuses for personal inaction, they may reach the end of their lives achieving only a fraction of their dreams and potential.
This should create dissonance in your audience. Most people hope to achieve their dreams and reach their highest potential in life. If you share a vivid story that viscerally highlights a reality that most people never realize even close to its full potential, you will create dissonance with those audience members who have high expectations of themselves and their lives.
Now you can introduce audience coaching tools, personal empowerment, time management, or any other activity that will allow them to take more control of their lives and their results. By doing this, you will close the gap between the pain of dissonance they feel and their dream of where they would like to be.
You used dissonance to serve the audience. If you just “say” to your audience, “I have these tools you can use,” they’re less likely to feel motivated to act on their behalf than if you say, “see, hear, and feel this story of failure. You could be, and you probably will be.” being you, statistically speaking. Doesn’t this hurt? Well, I have the tools to allow you to avoid this pain AND gain the immense satisfaction of personal success.”
You won. More importantly, the audience is served and they win.
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