Keywords
oral persuasion, communication framing, values, cooptation, civility, undergraduate, MBA
Disciplines
Business
Abstract
The purpose of this pedagogical paper is to present three innovative exercises that foster learning of oral-persuasion skills at the undergraduate and graduate levels. Namely, business students are instructed to frame their arguments on delicate issues with the other person’s values. The technique is called jujutsu persuasion because it uses an adversary’s force (i.e., their key values) against them, instead of attempting to persuade with one’s own values. Prior research has shown that jujutsu persuasion can moderate the other person’s more extreme attitudes and reduce their defensiveness. Using Bloom’s Taxonomy as a framework, the first exercise develops knowledge and understanding by having students experience and reflect on the jujutsu-persuasion technique. In the second exercise, students apply and analyze the persuasion technique by developing and experimenting with framing arguments using another person’s values. In the third exercise, students engage in a role play to further apply and analyze the jujutsu-persuasion technique.
Original Citation
Costigan, D. R., Brink, E. K. (2022) Jujutsu Persuasion: Learning How to Coopt with Another’s Values. Business Education Innovation Journal, 14(1), 82-92
ScholarWorks Citation
Costigan, Robert D. and Brink, Kyle, "Jujutsu Persuasion: Learning How to Coopt with Another’s Values" (2022). Open Access Publishing Support Funded Articles. 130.
https://scholarworks.gvsu.edu/oapsf_articles/130
