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Chapter 13: Speeches to Persuade 13.1 Multiple Choice 1. Whatever the specific purpose, the general purpose of persuasion is to a. be authoritative and dominating. b. be creative. c. move audiences to thought and action. d. enhance physiological and psychological needs. Answer: c. move audiences to thought and action. Rationale: The purpose of persuasion is to influence others' attitudes, beliefs, or behaviors. This is best achieved by moving audiences to think in a certain way and take action based on that thinking. 2. An impulse to satisfy a psychological-social want or biological urge is called a(n) a. motivational appeal. b. motive need. c. attribution. d. motive cluster. Answer: b. motive need. Rationale: A motive need refers to an internal impulse that drives an individual to satisfy a psychologicalsocial want or a biological urge, motivating them to take action. 3. Motives that involve being well liked or accepted are labeled as __________ motives. a. affiliation b. achievement c. power d. biological Answer: a. affiliation Rationale: Affiliation motives refer to the desire to be liked, accepted, and associated with others. They are driven by the need for social interaction and relationships. 4. Motives that are related to the intrinsic or extrinsic desire for success are labeled as __________ motives. a. affiliation b. achievement c. power d. biological Answer: b. achievement motives. Rationale: Achievement motives are related to the desire for success, whether intrinsic (personal satisfaction) or extrinsic (external rewards). They drive individuals to excel and accomplish goals. 5. The need for stability, structure, orderliness, law, and predictability is which of Maslow's hierarchy of needs? a. Safety b. Visualization c. Self-actualization d. Physiological Answer: a. Safety Rationale: Maslow's hierarchy of needs places safety as a fundamental need, encompassing the need for stability, structure, orderliness, law, and predictability in one's environment. 6. To which of the motive clusters does prestige belong? a. affiliation b. achievement c. power d. biological Answer: b. achievement Rationale: Prestige is often associated with achievement motives, as it involves the desire for recognition, respect, and admiration from others, which are key aspects of achievement-oriented behavior. 7. To which motive cluster does defense belong? a. affiliation b. achievement c. power d. biological Answer: c. power Rationale: Defense motives are related to the desire to protect oneself, assert control, and maintain personal boundaries, which aligns with the power motive cluster. 8. "Nothing gets between me and my Calvins," an advertisement for Calvin Klein jeans, is an example of which affiliation motive? a. conformity b. reverence/worship c. deference and dependence d. sexual attraction Answer: d. sexual attraction Rationale: The phrase "Nothing gets between me and my Calvins" suggests a strong emotional and physical attraction to the product, appealing to the affiliation motive of sexual attraction. 9. The commercial that uses the bears to spell out Pepsi, as fans spell out BRAVES, makes use of what kind of motive appeal? a. loyalty b. creativity c. perseverance d. companionship Answer: b. creativity Rationale: The commercial demonstrates creativity by using bears to spell out "Pepsi," which is a unique and innovative way to engage viewers, appealing to their sense of creativity. 10. A car commercial emphasizes the joy and freedom that comes from driving its car. Which motive appeal is most likely being used? a. conformity b. loyalty c. personal enjoyment d. pride Answer: c. personal enjoyment Rationale: The emphasis on joy and freedom suggests that the commercial is appealing to the motive of personal enjoyment, highlighting the pleasure and satisfaction that can be derived from driving the car. 11. "The highest achieving student realizes" is an example of which kind of motivational appeal? a. success/display b. acquisition/saving c. adventure/change d. companionship/affiliation Answer: a. success/display Rationale: This phrase appeals to the desire for success and recognition, specifically highlighting the achievement of the highest achieving student, making it an example of the success/display motivational appeal. 12. "It's time to get away from it all" is an example of which kind of motivational appeal? a. acquisition/saving b. adventure/change c. companionship/affiliation d. creativity/risk taking Answer: b. adventure/change Rationale: This phrase suggests a desire for new experiences and a break from routine, appealing to the adventure/change motivational appeal. 13. "Develop your talent in the Navy" is an example of which kind of motivational appeal? a. success/display b. adventure/change c. companionship/affiliation d. creativity/growth Answer: a. success/display Rationale: This appeal emphasizes the opportunity for personal development and success, making it an example of the success/display motivational appeal. 14. An appeal that states, "Be your own person. Don't follow the crowd," is which type of motive appeal? a. aggression b. authority/dominance c. defense d. autonomy/independence Answer: d. autonomy/independence Rationale: This appeal encourages independence and individuality, appealing to the motive of autonomy/independence. 15. Ethos is a. logic. b. emotion. c. credibility. d. motivation. Answer: c. credibility. Rationale: Ethos refers to the speaker's credibility or authority in the eyes of the audience. 16. When speaking to an unmotivated, unknowledgeable audience, the higher your credibility, the __________ your chances are of being a successful persuader. a. worse b. less c. same d. better Answer: d. better Rationale: A high level of credibility can increase your chances of persuading an unmotivated and unknowledgeable audience because they are more likely to trust and believe in your message. 17. You can increase the audience's sense of your sincerity by doing all of the following EXCEPT a. opening yourself to correction and criticism. b. talking directly and warmly with various audience clusters. c. using limited eye contact with the audience. d. thanking anyone who has helped you to understand and work on the issue. Answer: c. using limited eye contact with the audience. Rationale: Eye contact is an important nonverbal cue that conveys sincerity and connection with the audience. Limited eye contact may suggest disinterest or insincerity. 18. Credibility is another name for a. pathos. b. logos. c. mythos. d. ethos. Answer: d. ethos. Rationale: Credibility, in the context of persuasion, is often referred to as ethos, which relates to the speaker's character, expertise, and trustworthiness. 19. In which step of Monroe's motivated sequence does the speaker create interest and desire? a. the attention step b. the need step c. the satisfaction step d. the action step Answer: a. the attention step Rationale: The attention step of Monroe's motivated sequence is where the speaker aims to capture the audience's interest and create a desire for the topic or issue being presented. 20. In which step of Monroe's motivated sequence does the speaker develop the problem? a. the attention step b. the need step c. the satisfaction step d. the visualization step Answer: b. the need step Rationale: The need step of Monroe's motivated sequence is where the speaker elaborates on the problem or need that exists, setting the stage for proposing a solution or action. 21. In which step of Monroe's motivated sequence does the speaker analyze deficiencies and relate them to individual desires? a. the attention step b. the need step c. the visualization step d. the action step Answer: b. the need step Rationale: The need step of Monroe's motivated sequence is where the speaker analyzes deficiencies or problems and relates them to the audience's individual desires or needs, highlighting the importance of addressing the issue. 22. The third step of Monroe's Motivated Sequence is the a. attention step. b. visualization step. c. satisfaction step. d. need step. Answer: c. satisfaction step. Rationale: The satisfaction step is the third step of Monroe's Motivated Sequence, where the speaker presents a solution or plan of action to satisfy the need or problem identified in the previous steps. 23. Robert is dealing with the topic of recycling and after having talked with his classmates realizes they are, at best, apathetic. To which step of the motivated sequence will Robert have to pay special attention? a. satisfaction step b. action step c. need step d. attention step Answer: c. need step Rationale: Since Robert's classmates are apathetic, he will need to focus on the need step to effectively highlight the importance and relevance of recycling to them, in order to generate interest and motivation. 24. Without __________ we cannot bridge cultural gaps in public talk and will remain divided from each other. a. motivation b. courage c. research d. persuasion Answer: b. courage Rationale: Courage is necessary to address cultural differences and communicate effectively in public settings, enabling us to overcome barriers and connect with others. 25. In which phase of the need step does the speaker impress upon the audience the issue's significance to them? a. statement b. illustration c. ramification d. pointing Answer: d. pointing Rationale: In the pointing phase, the speaker emphasizes the issue's significance to the audience, highlighting why it matters to them personally. 26. In which phase of the satisfaction step does the speaker show how the belief or action logically meets the problems illustrated in the need step? a. statement b. explanation c. theoretical demonstration d. meeting objections Answer: c. theoretical demonstration Rationale: The theoretical demonstration phase of the satisfaction step involves logically showing how the proposed solution or action addresses the problems identified in the need step. 27. In which phase of the satisfaction step does the speaker forestall opposition by answering possible disagreements that might be raised? a. statement b. explanation c. theoretical demonstration d. meeting objections Answer: d. meeting objections Rationale: In the meeting objections phase, the speaker addresses possible disagreements or objections that the audience might have, preemptively addressing them to strengthen their argument. 28. Which method in the visualization step describes the favorable conditions that will prevail if the audience accepts the speaker's plan of action? a. the positive method b. the negative method c. the contrast method d. the neutral method Answer: a. the positive method Rationale: The positive method in the visualization step describes the positive outcomes and benefits that will result if the audience accepts the speaker's plan of action. 29. Which method in the visualization step describes the advantages and disadvantages of adopting the plan proposed by the speaker? a. the positive method b. the negative method c. the contrast method d. the neutral method Answer: c. the contrast method Rationale: The contrast method in the visualization step compares the advantages and disadvantages of adopting the speaker's plan, helping the audience evaluate the proposal more effectively. 30. Which step of the motivated sequence could be absent in a persuasive speech to convince? a. the attention step b. the need step c. the satisfaction step d. the action step Answer: d. the action step Rationale: In a persuasive speech focused on convincing the audience, the action step, which calls for specific action or behavioral change, may be absent, as the goal is to persuade without necessarily requiring immediate action. 13.2 True/False 1. The world of persuasive speaking has changed drastically over the last 100 years. Answer: True Rationale: True. The world of persuasive speaking has indeed changed significantly over the last century due to technological advancements, changes in communication channels, cultural shifts, and evolving audience expectations. 2. Adjusting the thermostat up because you feel cold is an example of satisfying a motive need. Answer: True Rationale: True. Adjusting the thermostat to feel warmer satisfies a biological urge, which is a type of motive need related to physical comfort. 3. A motive need is an impulse to satisfy a psychological-social want or a biological urge. Answer: True Rationale: True. A motive need refers to both psychological-social wants (such as the desire for companionship) and biological urges (such as hunger or thirst). 4. A food commercial that comes on during the dinner hour is attempting to make use of a motive need to influence your behavior. Answer: True Rationale: True. The food commercial is likely trying to appeal to the biological urge for food that is often heightened during the dinner hour, influencing viewers to consider their product. 5. A visualization of a desire and a method for satisfying it is a motivational appeal. Answer: True Rationale: True. A motivational appeal involves presenting a desire or goal (such as success, happiness, or health) and offering a method or product to fulfill that desire, which can be persuasive to an audience. 6. A motive cluster is a group of individual appeals that are grounded in the same fundamental human motivation. Answer: True Rationale: True. A motive cluster consists of multiple persuasive appeals that all target the same underlying human motivation, such as the desire for security or the need for belonging. 7. Choosing your motivational appeals has more to do with the kind of action you want than the makeup of your audience. Answer: False Rationale: False. Choosing the right motivational appeals involves considering both the desired action and the makeup of your audience. Different appeals resonate with different people based on their values, beliefs, and needs. 8. Maslow's hierarchy of needs are attention, need, satisfaction, visualization, and action. Answer: False Rationale: False. Maslow's hierarchy of needs consists of five levels: physiological, safety, love/belonging, esteem, and self-actualization. These levels represent different categories of human needs. 9. Esteem needs are those that involve devotion and affection with a spouse. Answer: False Rationale: False. Esteem needs, according to Maslow, involve feelings of accomplishment, self-respect, and recognition. They are about gaining esteem from others and oneself, not specifically related to relationships with a spouse. 10. "Thousands of people, just like you, have found solutions to their problems by joining our organization" is an example of the companionship motive appeal. Answer: True Rationale: True. This statement appeals to the companionship motive by suggesting that joining the organization will provide a sense of belonging and connection with others who have similar problems. 11. Conformity is a motivational appeal associated with the affiliation cluster. Answer: True Rationale: Conformity is indeed a motivational appeal associated with the affiliation cluster. It involves the desire to fit in with a group or adhere to social norms, which is characteristic of the affiliation cluster. 12. Loyalty is a motivational appeal associated with the power cluster. Answer: False Rationale: Loyalty is actually a motivational appeal associated with the affiliation cluster, not the power cluster. It pertains to the desire to maintain a strong commitment to a group or cause, which aligns more closely with affiliation than power. 13. Achievement motives are conformity, loyalty, tradition, and sexual attraction. Answer: False Rationale: This statement is false. Achievement motives actually include the desire for accomplishment, mastery of skills, and overcoming obstacles. Conformity, loyalty, tradition, and sexual attraction are more closely related to affiliation and intimacy motives. 14. Achievement motives emphasize exerting influence over others. Answer: False Rationale: Achievement motives are more about personal accomplishment and mastery rather than exerting influence over others. Influence over others is more closely associated with power motives. 15. The motive appeal of sexual attraction belongs to the achievement cluster of motives. Answer: False Rationale: Sexual attraction is not typically considered a motive appeal within the achievement cluster. It is more closely related to affiliation or intimacy motives. 16. The motive appeal of curiosity belongs to the motive cluster of achievement. Answer: True Rationale: Curiosity is indeed a motive appeal that belongs to the achievement cluster. It involves the desire to learn, explore, and understand new things, which aligns with the achievement motive of mastery and overcoming challenges. 17. Common sense suggests that fear appeals are among the most potent appeals to audiences, but research has disproved this belief. Answer: True Rationale: Research has shown that while fear appeals can be effective in certain situations, they are not always the most potent appeals to audiences. Factors such as the level of fear induced, the audience's ability to cope with the fear, and the presence of a clear solution to the fear-inducing issue all play a role in determining the effectiveness of fear appeals. 18. A persuasive speaker must enhance credibility when selling ideas to audiences. Answer: True Rationale: Credibility, or ethos, is an important aspect of persuasive speaking. Audiences are more likely to be persuaded by someone they perceive as credible and trustworthy. Therefore, it is important for a persuasive speaker to enhance their credibility when presenting ideas to audiences. 19. Ethos is the first dimension affecting the persuasive process. Answer: False Rationale: Ethos, or credibility, is one of the three dimensions of persuasion identified by Aristotle, along with pathos (emotional appeal) and logos (logical appeal). While ethos is important, it is not necessarily the first dimension affecting the persuasive process; the order of importance may vary depending on the context and audience. 20. People will most likely follow your lead if they feel that you are very knowledgeable on your topic. Answer: True Rationale: People are more likely to follow someone's lead if they perceive them as knowledgeable and competent on a particular topic. This is because expertise is often associated with credibility, which can enhance persuasiveness. 21. When speaking to people who are unmotivated and do not have enough background information, the higher your credibility, the better your chances are of being a successful persuader. Answer: True Rationale: This statement is true because when dealing with an unmotivated audience with limited background information, your credibility becomes crucial. A high level of credibility can help establish trust and make your message more persuasive, even to an initially disinterested audience. 22. Expertise can be demonstrated by documenting your sources of information. Answer: True Rationale: Demonstrating expertise often involves citing reliable sources to support your claims. Documenting your sources not only adds credibility to your arguments but also shows that you have done thorough research and are knowledgeable about the topic. 23. Using complex images can enhance an audience's sense of your dynamism, eye contact, and using awkward language. Answer: False Rationale: Using complex images is unlikely to enhance an audience's sense of your dynamism or eye contact. Complex images may distract from your message and make it harder for the audience to connect with you. Additionally, using awkward language can negatively impact your ability to communicate effectively. 24. Personal credibility is an extremely valuable asset for the persuader and actuator. Answer: True Rationale: Personal credibility is indeed a valuable asset for both persuaders and actuators. Credibility can help establish trust with the audience, making it more likely that they will be persuaded by your message or take the desired action. 25. The most popular way to organize a persuasive speech is using Monroe's Motivated Sequence. Answer: True Rationale: Monroe's Motivated Sequence is a widely used organizational pattern for persuasive speeches. It consists of five steps: attention, need, satisfaction, visualization, and action. This sequence is popular because it provides a clear and effective structure for persuading an audience. 26. You cannot persuade an audience unless you have their attention. Answer: True Rationale: Attention is a crucial factor in persuasion. If you fail to capture your audience's attention, they are unlikely to be receptive to your message, no matter how compelling it may be. Therefore, it is essential to grab and maintain the audience's attention to effectively persuade them. 27. Illustration and ramification are the only two essential elements of the need step. Answer: False Rationale: While illustration and ramification are important elements of the need step in Monroe's Motivated Sequence, they are not the only essential elements. The need step also involves establishing the problem or need that your audience is facing and creating a sense of urgency or importance around addressing that need. 28. The satisfaction step may be varied in structure depending on the purpose of the speech. Answer: True Rationale: The satisfaction step in Monroe's Motivated Sequence can be structured in various ways depending on the specific purpose of the speech and the nature of the audience. This step is where you present your solution or proposal to address the need established in the previous step. 29. The visualization step can be accomplished in three ways. Answer: True Rationale: The visualization step in Monroe's Motivated Sequence involves helping the audience see or imagine the benefits of accepting your proposal or taking the desired action. This can be accomplished in various ways, such as using vivid imagery, storytelling, or presenting hypothetical scenarios. 30. The speech to actuate always requires an action step. Answer: True Rationale: In Monroe's Motivated Sequence, the final step is the action step, where you explicitly call on the audience to take a specific action. This step is essential in speeches that aim to actuate or motivate the audience to do something. 13.3 Short Answer 1. What is a motive need? Answer: A motive need is an impulse to satisfy a psychological-social want or a biological urge. 2. What is meant by a segmented audience? Answer: A segmented audience consists of different groups, clusters or cultures that require their own distinct motivational appeals. 3. Discuss the differences between the three motive clusters of affiliation, achievement, and power. Answer: Affiliation motives are dominated by a desire for acceptance and approval. They are concerned with creating interpersonal bonds among individuals. Achievement motives show concern for an individual's desire to attain goals, to excel, or to obtain prestige or success. Power motives attempt to influence or exert control over the environment and others. 4. What are Maslow's hierarchy of needs? Answer: Maslow's hierarchy of needs are: physiological needs, safety needs, belongingness and love needs, esteem needs, and self-actualization needs. 5. How does the motivational appeal of "deference" contrast with that of "loyalty"? Answer: Deference yields to knowledge and judgment. Loyalty yields to group standards. 6. Give an example of an ad or commercial that makes use of appeals from the affiliation cluster. Answer: Many beer and wine commercials employ appeals from the affiliation cluster. These ads show people enjoying themselves together and often imply sexual attraction, companionship, and conformity. 7. What kind of motive appeal could be effective in encouraging college students to abstain from unprotected sex? Answer: A defense or fear appeal, conformity, and even pride could be developed as appropriate appeals. 8. What kind of motive appeals does the slogan "The few, the proud, the Marines" employ? Answer: The slogan obviously employs the motive of pride. Others from the achievement cluster include prestige and success/display. From the power cluster, both aggression and defense are implied. From the affiliation cluster, loyalty and tradition are displayed. 9. Give an example of a motive appeal employing acquisition and savings. Answer: Any motive appeal that emphasizes earning or rewards, whether they be social, spiritual, or personal, employs acquisition and savings. 10. Give an example of an ad or commercial that makes use of motive appeals from the achievement cluster. Answer: Most luxury car commercials appeal to achievement either in the form of success, display, prestige, or pride. 11. List each of the five steps in Monroe's motivated sequence. Give a brief description of the function of each step. Answer: The five steps in Monroe's motivated sequence are: (1) Attention: Create interest and desire; (2) Need: Develop the problem by analyzing wrongs in the world and by relating them to the individual's interests, wants, and desires; (3) Satisfaction: Propose a plan of action that will alleviate the problem and satisfy the individual's interests, wants, or desires; (4) Visualization: Depict the world as it will look if the plan is put into action; (5) Action: Call for personal commitments and deeds. 12. If you were to appeal to diverse audiences, according to your textbook, what sort of topics could be brought up? Answer: The following topics can be brought up: gender differences, racial differences, age differences, and class issues. 13. What are the five elements of the satisfaction step? Answer: (1) Statement, (2) Explanation, (3) Theoretical demonstration, (4) Reference to practical experience, and (5) Meeting objections 14. In what three ways can the projection of the visualization step be accomplished? Answer: The visualization step can be accomplished with (1) the positive method, (2) the negative method, and (3) the method of contrast. 13.4 Essay Questions 1. You are speaking to a room full of your peers, both apathetic and bored with the constant pressure to recycle. Your goal is to encourage at least a minimal effort toward recycling. Discuss how you would go about selecting your motivational appeals and how you would incorporate them into Monroe's motivated sequence. Answer: The successful answer will identify several appeals pertinent to an apathetic and bored group of college students, explaining why the speaker thinks these appeals will be effective. It will then detail how he/she would develop this persuasive message in the form of Monroe's motivated sequence. Specific appeals might include acquisition/savings if recycling can generate cash, such as recycling aluminum cans; pride in so far as this university could become a leader in such recycling efforts; fear if the university intends to increase fees in order to pay for the waste generated by not recycling, and so forth. In the motivated sequence special attention will have to be payed to capturing the audience's attention and demonstrating the relevance of the problem to them. Once convinced that the problem is significant and relevant, strong visualization will be needed to generate action. Realistically, the speaker should not expect action from an apathetic audience and may want to focus on simply generating agreement on the need for recycling. 2. Explain motivational appeals and list some common motives. Answer: Motivational appeals are either a visualization of a desire and a method for satisfying it or an assertion that an entity, idea, or course of action holds the key to fulfilling a particular motive need. The common motives are affiliation, achievement, and power motives. 3. List the appeals in the power cluster. Answer: Appeals in the power cluster are aggression, authority/dominance, defense, fear, and autonomy/independence. 4. Select your favorite television commercial. Explain how motive appeals work in the commercial to affect you. Answer: The successful answer could explain the commercial's appeal by referring to various motivational appeals or explain how the commercial approximates the steps in the motivated sequence. For example, the Dodge commercial that focuses on morphing different models employs a strong element of curiosity not only in terms of which model will appear next, but in terms of "how do they do that?" Even the color used, bright red, can be discussed as an element of both power and achievement. The voice-over talks about innovation, prestige, and enjoyment. 5. Develop a visualization step for a speech on changing a policy. Answer: The visualization step should dramatically and vividly illustrate the consequences of accepting or rejecting the proposal of the speech. In the case of changing a policy, a negative visualization might be very effective, especially if it recounts a true story or explain how devastating the current conditions will be if the policy is not changed. A negative illustration would enhance the element of fear and so it should be handled very carefully. A positive illustration will explain the benefits of the policy change. Test Bank for Principles of Public Speaking Kathleen M. German, Bruce E. Gronbeck, Douglas Ehninger, Alan H. Monroe 9780205857548, 9780205843893
