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Lesson Learning Objectives

By the end of this lesson, you should be able to:

Produce and manage emotions in a negotiation session.

Identify the common persuasive tools that other people may attempt to utilize.
Create a sympathetic audience.

Use color to make an audience more sympathetic.

Apply language to make an audience more sympathetic.

Introduction

Pathos refers to engaging emotions to persuade or appealing to an audience by

pushing their "emotional buttons." Pathos could seek to make people feel happy,

sad, angry or guilty, depending upon the situation.

While pathos can prove quite successful with simple information, as is the case with

many pathos-based advertisements, it can be difficult when it comes to more
complex information. Utilizing pathos as a means of persuasion in the business

world should be done carefully.

This lesson will examine how to properly use pathos. First, we will discuss the

importance of establishing a sympathetic audience. We will then address two ways

that you can help keep pathos open to you by this establishment of a sympathetic
audience. The first way is by producing persuasive emotions. The second is by

managing problematic ones.

TX Marketing II: Negotiation Techniques 85