1. Why Should We Care

    

   • Everything we want is controlled by others (e.g., professional advancement, child custody, occupancy/use permit, media coverage)
   • Behavior modification techniques transfer some of that control to us
   • We’ll cover behavior modification principles, key considerations, negotiations, presentations

    

2. Principles of Behavior Modification

    

   • Approaches: direct (coercion), intellectual (changing beliefs), emotional (affecting feelings); works because people strive to reconcile feelings, beliefs, and actions
   • Assessing the audience: knowledge, beliefs/feelings, concerns/desires, physical state
   • Role of settings: large group, social circle, interview, debate, negotiation
   • Defining objectives and tactics: what do we want this time and how will we get it

    

3. Direct Behavior Modification

    

   • Done through application of power
   • Types of power (positive/negative): physical (liberation/jail, relief/pain), economic (reward/bribe/fine, patronizing/boycott, productivity/strike), political (ability to influence votes and workers), social (praise/condemnation, love/withdrawal, peer pressure), religious (redemption/sanction), virtual (connections, appearance, carriage)
   • Initially resented, but then accepted (abolition, hate crimes, labor contracts)
   • Quick and effective, but requires power

    

4. Intellectual Behavior Modification

    

   • Conscious mind: filters and interprets our experiences and stores them in subconscious mind; discriminating, analytical, single thought; like CPU
   • Subconscious mind: stores perceptions of experiences filtered/interpreted by CM; also repeated notions; unable to discriminate between fantasy and reality, large storage; like HD

    

   • Intellectual BM appeals to conscious mind, so must pass analytical test; content over form
   • Source credible: appearance, podium, intro, credentials, no ax, witness
   • Content credible: similar (agreement, positioning, menu), logical, authoritative (jargon, references, precedent, personal experience), accurate (truthful, specific – 99.44%)
   • Steps: establishing similarity rules, constructing arguments, learning jargon, conducting research, getting credentials, appearing and sounding credible

    

5. Emotional Behavior Modification

    

   • Most important and always applicable; note terms: image, intuition, gut reaction, vibes
   • Appeals to SM, so uses repetition and association to bypass CM; form over content
   • Source liked: similar (appearance, ethnicity, geography, gender, profession), good-natured, humble, humorous)
   • Content should appeal to audience’s desires or concerns/fears or use repetition (advertising)
   • Techniques: learning to be liked, using language, humor (holds up mirror to human failings without offending, defuses tension, makes likable)
   • Damage control (when all else fails)

    

6. Key Considerations

    

   • Audience assessment: knowledge, demographics, desires, concerns/fears, physical condition
   • Definition of setting: one on one, small group, lecture, rally, debate, negotiation
   • Definition of objectives: essential, desirable, giveaways

    

7. Public Speaking

   (Ten Effective Ways to Screw Up a Good Presentation Without Really Trying)

    

   • Don’t bother researching you audience since your presentation has universal appeal
   • If you don’t have time to write out your presentation, just organize it on your way over
   • Arrive at the last minute to impress your audience and miss the "feel" of the place
   • Leave your introduction to the creativity of your host
   • Leave the A/V system to the A/V technician, but test it after you’ve been introduced
   • Begin your presentation by apologizing for all the things that may go wrong, including A/V
   • Be sure to read your presentation, so your audience won’t miss a single precious word
   • Leave drama and humor to actors and stand-up comics
   • Entertain your audience by shifting your weight back and forth and jingling coins
   • Challenge your audience by leaving out a conclusion and a recommendation

    

8. Effective Negotiating

    

   • Process of achieving specific improvements through judicious application of power
   • Everything we want is controlled by others; negotiate all the time
   • Everything negotiable because evolved through negotiation; both sides want something
   • Negotiators don’t want the same thing – important to determine difference, so win-win
   • Power: needs/constraints (time), reward/punishment, scarcity, walkaway, precedent, principle, authority/changeability, expertise, underdog, setting
   • Gambits: trial balloon, good/bad cop, withdrawn offer, red herring, fait accompli, funny money, prompt counters, write agreement

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