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Monroe's motivated sequence is a technique for organizing persuasion that inspires people to take action. Alan H. Monroe developed this sequence in the mid-1930s. [1] This sequence is unique because it strategically places these strategies to arouse the audience's attention and motivate them toward a specific goal or action. [2]
Alan H. Monroe developed Monroe's motivated sequence theory after studying John Dewey’s work on psycho-logic for human problem-solving and combining it with our human tendency to be self-motivated and self-centered. [3] Additionally, Monroe’s sequence draws from Maslow’s hierarchy in the sense, that the problem has to correspond with Maslow’s hierarchy of needs- lower level first. [4] After combining these theories with his own, Monroe founded Monroe's motivated sequence. [5] Motivated sequence aligns with Edmund Burke's ideas on proper speech form and John Dewey's ideas on qualitative unity. [2]
Alan H. Monroe was born in 1903. Monroe earned his Bachelor of Science degree from Northwestern University and taught at Purdue University. [6] By 1926, Monroe shifted his focus from English to Public Speaking and by 1927, he was promoted to assistant professor of Public Speaking. [6] Throughout his time teaching at Purdue University, Monroe continued his education at Northwestern University, earning his master's degree in 1927 and his Doctorate in 1937. In 1963, Monroe retired from Purdue University. He died in 1975. [6]
Monroe's motivated sequence states that on the first step is to state the problem the customer is having, then explain it if one cannot solidify the need and give a representation of the situation that may occur.
The advantage of Monroe's motivated sequence is that it emphasizes what the audience can do. Too often the audience feels like a situation is hopeless; Monroe's motivated sequence emphasizes the action the audience can take. It also helps the audience feel like the speaker knows the problem at hand and is listening to them instead of just tuning them out. [7] [8] [9] [10]
With its sequential model, Monroe's motivated sequence engages an audience with a psychologically satisfying speech order. The industries of sales and advertising use Monroe's step-by-step sequence to motivate potential buyers to take action (purchase a product). Monroe's Motivated sequence presents itself as a core model in communication theory because there is otherwise little guidance for presenters in organizing ideas in persuasive speech. [11] [12]
The benefit of Monroe’s motivated sequence theory is that it focuses on persuasive techniques to reach an intended outcome. It does this by putting an unpleasant image in the audience's head, and then following it with the more appealing option, that aligns with the speaker’s goal. By providing a background in persuasion, Monroe’s theory gives insight into how to gain the audience’s attention and even change current views, thoughts, or ideas.
Researcher, Tracy Micciche, conducted a study on 21, 23, and 24-year-old college students, with the 22-year-olds being the control group. Participants were told that they would receive better parking for an extra $50. [13] The study used three different versions explaining the $50 for parking. [13] One version used Monroe's motivated sequence. [13] They explained the parking fee in the order of attention, need, satisfaction, visualization, and call to action. Other variations used Monroe's motivated sequence in different orders. Micciche found that the explanation using Monroe's motivated sequence's original order was significantly higher for the college students to understand. [13]
In India, Prime Minister Narendra Modi explored the idea of implementing the ‘Janta Curfew’ or the ‘People Curfew’ as a first step to stopping the spread of the virus Covid-19 on March 22, 2020. [14] Narendra Modi used Monroe’s motivated sequence to persuade his citizens to implement a trial run lockdown from 7 am-9 pm, 14 hours, which was named the ‘Janta Curfew’ before the ultimate decision of the Prime Minister to go on to a 41-day extensive lockdown. [15] Prime Minister Narendra Modi had some words to say about the success of the trial run curfew, "the experience gained from it, would prepare people for their upcoming challenges.” [16] The success of this curfew was ultimately implemented and practiced by the people for the people. [17]
A study conducted by Bernadette Peter Lidadun and Nancy Chiuh examined the use of Monroe's motivated sequence. [18] In the study, Lidadun and Chiuh used reading assignments and gave them to a group of aspirants for the Catholic priesthood in a Formation House in Malaysia. The research was conducted with ten participants from February 2019 to June 2019. [18] The research indicates that participants engage more in the five-step approach of Monroe's motivated sequence during extensive reading online. [18] The study also found that refining each step of Monroe's motivated sequence is essential for people using English as a second language. [18] Researchers watched these groups use Monroe's motivated sequence to see if there could be a scaffold for participants who would be more prepared to find their research before verbally presenting it. [19] While Monroe's motivated sequence enthused participants' reading experience, there would need to be refinement on each research step before verbal presentation. [19] In conclusion, while Monroe's motivated sequence enthused participants' reading experience, each step of the sequence must be refined to make it accessible for ESL readers. [18]
Research conducted by Alen Mateo S. Munzo, on July 6-8, 2022, at the University of De La Salle, Manila, Philippines, used Monroe’s motivated sequence to determine communicative function by inviting viewers to apply themselves to an advocacy project. [20] This study used Monroe's motivated sequence to visually see the learning outcomes of advocacy awareness from the course syllabus. [21] The e-service program through the University of De La Salle, Manila, Philippines, aimed to provide an environment online that fosters personal goals. [22] This study included 26 students enrolled in the purposive communication course. Students individually wrote essays before being grouped into five. [23]
Seriaznita Mat Said, Ali Salman Hummadi, and Amerrudin Abd Manan conducted research on President Donald Trump's Policy Speech in Jerusalem. [24] Said, Hummadi, and Manan used Monroe's motivated sequence steps to analyze Trump's speech. [24] This study used the five steps of the sequence and found that President Trump was successful in his use of persuasion on four of the five steps of Monroe's motivated sequence. [24] Results indicate that President Trump did not entirely complete the satisfaction step. [24]
A study published in The Journal of Interpersonal Violence showcased Monroe’s motivated sequence theory by designing videos for Asian immigrant women regarding intimate partner violence (IPV). The video was made in four languages; Korean, Mandarin Chinese, Thai, and Vietnamese. Participants included Asian women ages 25–45. During the study, participants were shown a video on IPV and how to get help through primary care settings. Results showed nearly three-fourths of participants indicated that they felt the videos would be useful in encouraging IPV victims to disclose. The use of Monroe's motivated sequence to persuade viewers was found effective in this study; however, participants thought the need and visualization appeal could have been stronger. [25] A similar study assessing IPV ads found advertisements should work on increasing self-confidence in performing the recommended behaviors, as well as encouraging perpetrators to make a firm commitment to ending domestic violence. [26] In conclusion, results suggest that culturally relevant interventions based on persuasive theories like Monroe's motivated sequence—such as multi-lingual videos placed in primary health clinic consultation rooms—may help to overcome some of the barriers to immigrants’ disclosure and start them on the path to a better future. [25]
A study published in Strategic Communications in Africa: the sub-Saharan context covers an analysis of street ads in Yoruba language collected from Ibadan, Nigeria using Monroe’s motivated sequence. Its analysis focused on textual content, in terms of the words used in the selected street adverts. These aspects of content were thoroughly examined to establish how they pass messages that influence patronage of products and services. [27] Results showed the connection Monroe’s motivated sequence with the selected street adverts. All the elements of Monroe’s motivated sequence were reflected in the selected adverts. [27] Another study assessing Indonesian and Nigerian advertisements notes the importance of visual elements in advertisements complementing each other. [28] In conclusion, Monroe's steps, specifically visualization can be applied to Nigerian street ads. [27]
Public speaking, also called oratory, is the act or skill of delivering speeches on a subject before a live audience.
Rhetoric is the art of persuasion. It is one of the three ancient arts of discourse (trivium) along with grammar and logic/dialectic. As an academic discipline within the humanities, rhetoric aims to study the techniques that speakers or writers use to inform, persuade, and motivate their audiences. Rhetoric also provides heuristics for understanding, discovering, and developing arguments for particular situations.
Persuasive technology is broadly defined as technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not necessarily through coercion. Such technologies are regularly used in sales, diplomacy, politics, religion, military training, public health, and management, and may potentially be used in any area of human-human or human-computer interaction. Most self-identified persuasive technology research focuses on interactive, computational technologies, including desktop computers, Internet services, video games, and mobile devices, but this incorporates and builds on the results, theories, and methods of experimental psychology, rhetoric, and human-computer interaction. The design of persuasive technologies can be seen as a particular case of design with intent.
Appeal to emotion or argumentum ad passiones is an informal fallacy characterized by the manipulation of the recipient's emotions in order to win an argument, especially in the absence of factual evidence. This kind of appeal to emotion is irrelevant to or distracting from the facts of the argument and encompasses several logical fallacies, including appeal to consequences, appeal to fear, appeal to flattery, appeal to pity, appeal to ridicule, appeal to spite, and wishful thinking.
Narendra Damodardas Modi is an Indian politician who has served as the 14th prime minister of India since May 2014. Modi was the chief minister of Gujarat from 2001 to 2014 and is the Member of Parliament (MP) for Varanasi. He is a member of the Bharatiya Janata Party (BJP) and of the Rashtriya Swayamsevak Sangh (RSS), a right wing Hindu nationalist paramilitary volunteer organisation. He is the longest-serving prime minister from outside the Indian National Congress.
Infographics are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly. They can improve cognition by using graphics to enhance the human visual system's ability to see patterns and trends. Similar pursuits are information visualization, data visualization, statistical graphics, information design, or information architecture. Infographics have evolved in recent years to be for mass communication, and thus are designed with fewer assumptions about the readers' knowledge base than other types of visualizations. Isotypes are an early example of infographics conveying information quickly and easily to the masses.
Pathos appeals to the emotions and ideals of the audience and elicits feelings that already reside in them. Pathos is a term used most often in rhetoric, as well as in literature, film and other narrative art.
The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The ELM proposes two major routes to persuasion: the central route and the peripheral route.
The term composition as it refers to writing, can describe authors' decisions about, processes for designing, and sometimes the final product of, a composed linguistic work. In original use, it tended to describe practices concerning the development of oratorical performances, and eventually essays, narratives, or genres of imaginative literature, but since the mid-20th century emergence of the field of composition studies, its use has broadened to apply to any composed work: print or digital, alphanumeric or multimodal. As such, the composition of linguistic works goes beyond the exclusivity of written and oral documents to visual and digital arenas.
Rhetoric of science is a body of scholarly literature exploring the notion that the practice of science is a rhetorical activity. It emerged after a number of similarly oriented topics of research and discussion during the late 20th century, including the sociology of scientific knowledge, history of science, and philosophy of science, but it is practiced most typically by rhetoricians in academic departments of English, speech, and communication.
Behavioural change theories are attempts to explain why human behaviours change. These theories cite environmental, personal, and behavioural characteristics as the major factors in behavioural determination. In recent years, there has been increased interest in the application of these theories in the areas of health, education, criminology, energy and international development with the hope that understanding behavioural change will improve the services offered in these areas. Some scholars have recently introduced a distinction between models of behavior and theories of change. Whereas models of behavior are more diagnostic and geared towards understanding the psychological factors that explain or predict a specific behavior, theories of change are more process-oriented and generally aimed at changing a given behavior. Thus, from this perspective, understanding and changing behavior are two separate but complementary lines of scientific investigation.
Intimate partner violence (IPV) is domestic violence by a current or former spouse or partner in an intimate relationship against the other spouse or partner. IPV can take a number of forms, including physical, verbal, emotional, economic and sexual abuse. The World Health Organization (WHO) defines IPV as "any behavior within an intimate relationship that causes physical, psychological or sexual harm to those in the relationship, including acts of physical aggression, sexual coercion, psychological abuse and controlling behaviors." IPV is sometimes referred to simply as battery, or as spouse or partner abuse.
In persuasive communication, the order of the information's presentation influences opinion formation. The law of primacy in persuasion, otherwise known as a primacy effect, as postulated by Frederick Hansen Lund in 1925 holds that the side of an issue presented first will have greater effectiveness in persuasion than the side presented subsequently. Lund presented college students with a document in support of one side of a controversial issue and then presented a second document which supported the opposite position. He found the document read first had greater influence, regardless of which position it expressed. This empirical evidence was generally accepted until 1950, when Cromwell published findings of the opposite: a recency effect in which arguments presented later had greater effectiveness in persuasion than arguments presented first. It now appears that both primacy and recency effects occur in persuasion.
Compliance is a response—specifically, a submission—made in reaction to a request. The request may be explicit or implicit. The target may or may not recognize that they are being urged to act in a particular way.
Most investigators accept the definition of language intensity proposed by John Waite Bowers: a quality of language that "indicates the degree to which toward a concept deviates from neutrality." Intensity as a lexical variable in communication studies has generated extensive empirical research.
Inoculation theory is a social psychological/communication theory that explains how an attitude or belief can be made resistant to persuasion or influence, in analogy to how a body gains resistance to disease. The theory uses medical inoculation as its explanatory analogy but instead of applying it to disease, it is used to discuss attitudes. It has applicability to public campaigns targeting misinformation and fake news.
Active Audience Theory argues that media audiences do not just receive information passively but are actively involved, often unconsciously, in making sense of the message within their personal and social contexts. Decoding of a media message may therefore be influenced by such things as family background, beliefs, values, culture, interests, education and experiences. Decoding of a message means how well a person is able to effectively receive and understand a message. Active Audience Theory is particularly associated with mass-media usage and is a branch of Stuart Hall's Encoding and Decoding Model.
In social psychology, the Yale attitude change approach is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages. This approach to persuasive communications was first studied by Carl Hovland and his colleagues at Yale University during World War II. The basic model of this approach can be described as "who said what to whom": the source of the communication, the nature of the communication and the nature of the audience. According to this approach, many factors affect each component of a persuasive communication. The credibility and attractiveness of the communicator (source), the quality and sincerity of the message, and the attention, intelligence and age of the audience can influence an audience's attitude change with a persuasive communication. Independent variables include the source, message, medium and audience, with the dependent variable the effect of the persuasion.
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