How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 176

Aristotle taught that ethos was the most powerful of the three persuasive
means. Indeed, scientific research has proven the power of individual
ethos. A study by Hovland and Weiss gave students messages that were
identical in all respects except for their source. High-credibility sources
yielded large opinion changes in the students while low-credibility
sources produced small opinion changes.[5]
Pathos
Pathos is the psychological state of the audience. The psychological or
emotional state of the listener can affect persuasion because "our
judgment when we are pleased and friendly [is] not the same as when we
are pained and hostile."[6] When considering pathos, it is important to
know both the individual's actual state of mind and his desired state of
mind. When you determine the difference between the two, you can use
that knowledge to your advantage. By helping them see how they can get
from their current state to their desired state, you can persuade people to
do just about anything.
Logos
Logos is the substance of a message, or the logic presented to provide
proof to the listener. Aristotle believed that humans are fundamentally
reasonable people who make decisions based on what makes sense. This
manner of reasoning is what enables the audience to find the message
persuasive and convincing.
Aristotle's three concepts are central to understanding modern-day
persuasion. The principles and laws described in Maximum Influence are
founded upon the principles presented by Aristotle and the ancient
Greeks. Admittedly, however, the times and the means of persuasion have
changed over the years. It is more difficult now than in any other time in
history to persuade and influence those around us. In Aristotle's time, the
people had limited access to information and most could not read. That
gave Aristotle an advantage we no longer have today.
Modern-day Persuaders run into three major factors that make persuasion
a greater challenge than it was in the past. First, people are better educated
and have access to more information than they did in any other time in
history. With the explosion of the Internet, information is instantly
available. We can now find out the cost of a car before we even enter the
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