Delivering messages with impact

The article implies that -

Audiences are influenced by non-rational factors as well as rational evidence when making decisions

Audiences tend to have views that do not change in the face of evidence

Most audiences are strictly rational decision makers who weigh up pros and cons in a logical fashion when choosing how to behave

Audiences are almost always irrational and using data to persuade them to take action is a waste of time

A case study -

Is always more effective at persuading audiences than numerical data

None of the other statements is entirely true

Should use the real names of the individual or group of individuals involved in order to be impactful

Is often the story of an individual or a group of individuals

Accountants -

Are likely persuaded both by anecdotal as well as statistical information

Likely receive plenty of training in analysing and disseminating statistical information but insufficient training in identifying and telling stories

May not be aware that they are influenced by stories as well as statistics

All three of the other answers are correct

It is likely that accountants -

Are most influential when they rely only on statistical data to back up their arguments

Rely too heavily on case study and anecdotal evidence

Rely too heavily on statistical information and not enough on case study and anecdotal data

Need more training so that they can analyse and interpret statistical data rather than rely on case study and anecdotal evidence

Anecdotes and stories are -

Often more effective tools of persuasion than statistical information

Often used by leaders or business people when they have weak analytical skills

Methods of persuasion that bypass the conscious mind and should therefore be considered as unethical or immoral

Always more effective tools of persuasion than statistical information

Citing large raw numbers when arguing for a cause or course of action is -

Likely less effective for engaging people than using small percentage numbers (ie when the percentage figure is less than 40 percent).

An effective method for changing attitudes and engaging people to behave differently

Two of the other responses are true

Likely less effective for engaging people than using large percentage numbers (ie when the percentage figure is higher than 70 per cent

The paragraphs containing the statement 'Repetition constitutes redundancy' argue that -

Audiences find it bothersome when a speaker repeats a message or information

There is a linear relationship between repetition of a message and the extent to which an audience is persuaded

Audiences disregard information that has been repeated

Audiences do not behave strictly rationally and actually are persuaded by repetition

Leaders -

Should seek feedback from beneficiaries before composing inspirational speeches that are to be delivered to employees

None of the other statements is true

Should not give inspirational speeches to employees because they always evoke cynicism from employees

Should only give inspirational speeches to people who are beneficiaries of the organisation’s end products and services

The article argues that -

It is roughly as persuasive to have beneficiaries of an organisation’s end products and services speak as having converts speak about their reasons for having changed their minds

Someone who has only recently come to support a proposal or idea may be seen as less influential than someone who has been a long-time supporter of the proposal or idea

A convert to a cause can be a more persuasive speaker than someone who has long been a supporter of a cause

Leaders wishing to change minds should present both the pros and cons of a case to show that they can see both sides of an argument

A conclusion that can be drawn from the article is that -

Many audiences are stupid and therefore must learn to be more rational in behaving in ways that are supported by numerical data

Using tools such as assembling case studies and finding beneficiaries is likely to take more time than making arguments based solely on statistical information

Finance professionals must gather more numerical data and be more rigorous in explaining how courses of action are supported by the numerical data

It is irrational for leaders and communicators to tell stories and use case studies

Delivering messages with impact

The article implies that -

A case study -

Accountants -

It is likely that accountants -

Anecdotes and stories are -

Citing large raw numbers when arguing for a cause or course of action is -

The paragraphs containing the statement 'Repetition constitutes redundancy' argue that -

Leaders -

The article argues that -

A conclusion that can be drawn from the article is that -

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