Psychology of management

WHOM?
Considering the characteristics of the influenced objects: 
- 
the grade of a person’s self-evaluation
. People with low self-evaluation usually 
perceive the message slowly and that’s why they are more difficult to persuade. On the contrary, 
people with high self-evaluation understand everything quickly, but prefer to keep to their 
opinions. Best of all are liable to persuasion the people with adequate (moderate) self-evaluation. 
- 
a person’s age
. Young people’s attitudes are more unsteady. Elder people experience 
difficulties in perceiving arguments of persuasion based on modern approaches and stereotypes. 
Why? Because during the second and beginning of the third decade of human life (i.e. in youth 
and the beginning of adulthood) there happens the most intensive forming of the personality and 
its philosophy of life. The attitudes appearing in this period have a tendency of remaining 
unchanged. These attitudes are connected with deeper and stable impressions. 
- 
the state of the audience at the moment of persuasive influence
. Under the direct way 
of persuasion the decisive point is not the message content in itself but the reaction which it 
causes in the minds of people. If the message causes thoughts suitable for us we get persuaded. 
But if it makes us think of counter-arguments we will keep to our previous opinion; 
- it is difficult to persuade an audience who are warned in advance of the influence on 
their important life-attitudes. But if the topic is considered trivial, i.e does not touch us, even 
crude propaganda may appear effective; 
- persuasiveness of a verbal message increases if it is possible to distract the audience to 
such an extent as to suppress possible objection. This is usually achieved with either bright 
visual images (they usually act so intensely that we don’t analyze the meaning of the message), 
or a high tempo of speech (fast-speaking people are more persuasive because we are left with 
less time for objections), or with banal diversion of attention.