Communication

Test Item File for Business Communication, Canadian Edition 8-1
Chapter 8 Communicating Persuasive Messages
1) Which of the following would likely require persuasion?

A) exchanging a sweater for one in a smaller size
B) getting an extension on a deadline
C) congratulating a coworker on her promotion
D) giving a colleague the link to a website you think he'll find useful
E) thanking a business associate for her help on a project
Answer: B
Explanation: B) Persuasion is the process of influencing your audience to agree with your point
of view, recommendation, or request. Getting someone to extend a deadline will likely require
persuasion. The other choices are routine and goodwill messages.
Diff: 1 Type: MC Page Ref: 223
AASCB: Written and oral communication
2) Being persuasive ________.

A) is rarely required in your daily life
B) involves understanding why your audience may resist your ideas
C) means tricking your audience into doing what you want
D) is unethical and in some situations may even be illegal
E) means being influenced by others to agree with their point of view or request
Answer: B
Explanation: B) Being persuasive requires that you analyze your audience to understand why
they may resist your ideas. It also requires understanding persuasive techniques that will help
you overcome resistance.
3) In the ACE communication process, ________ involves thinking strategically about your
purpose, desired outcome, business needs, audience and stakeholder needs, content needs, and
medium choices.
A) analyzing
B) adjusting
C) composing
D) creating
E) editing
Answer: A
Explanation: A) In persuasive situations, you will increase your chances of getting a positive
response by spending extra time on the analyzing phase of the ACE communication process.
Copyright © 2017 Pearson Canada Inc.

4) In persuasive situations, you will increase your chances of getting a positive response by
________ the analyzing phase of the ACE communication process.
A) omitting
B) reversing the order of
C) spending more time on
D) devoting less time to
E) substituting spontaneity for
Answer: C
Explanation: C) In persuasive situations, you will increase your chances of getting a positive
You have lunch with a friend and she tells you that her office recently implemented flex-time
hours. It has been a positive change at your friend's workplace and you think it would be great to
have at your office too. You decide to approach your boss about this possibility.
5) Which of the following statements would be best to include in an email to your boss
suggesting the idea?
A) I think a flex-time schedule would be good.
B) Flex time would give me more free time.
C) I bet everyone would love having a more flexible schedule instead of the forced 9-5 day.
D) In other offices, the flex-time schedule has increased productivity and decreased turnover.
E) It would make people happy to get to leave work early.
Answer: D
Explanation: D) This choice shows how your audience will benefit from your proposed idea.
The other choices emphasize the benefits to the writer and coworkers.
6) In the analyzing phase of creating this message, you think about the purpose, desired outcome,
and business result of your message. Which of the following best articulates the purpose of this
message?
A) to suggest the possibility of implementing a flex-time schedule in your office
B) to describe to your boss how your life would change with a flex-time schedule
C) to tell your boss how much your friend likes having a flex-time schedule
D) to improve employee productivity and job satisfaction by better enabling employees to
balance their work and personal lives
E) to have your boss agree to implement a more flexible working schedule for employees
Answer: A
Explanation: A) This choice best articulates the purpose of your message, that is, why you are
communicating. The outcome of your message is how you would like your audience to respond
(in this case, agreeing to implement the new schedule). The business result is what will happen if
your audience agrees to your request (in this case, higher employee productivity and
satisfaction).

and business result of your message. Which of the following best articulates the desired outcome
of this message?
Answer: E
Explanation: E) This choice best articulates the desired outcome of your message, that is, how
you would like your audience to respond. The purpose of your message is why you are
communicating (in this case, to suggest the flexible schedule). What will happen if your audience
agrees to your request (in this case, higher employee productivity and satisfaction) is the
business result.
and business result of your message. Which of the following best articulates the business result
of this message?
Answer: D
Explanation: D) This choice best articulates the business result of your message, that is, how it
will impact your company if your audience agrees to your request. The purpose of your message
is why you are communicating (in this case, to suggest the flexible schedule). The outcome of
your message is how you would like your audience to respond (in this case, agreeing to
implement the new schedule).

9) During the first stage of ACE you analyze the way you would like your audience to respond to
your message, which is also known as the ________.
A) purpose
B) audience needs
C) desired outcome
D) business result
E) potential resistance
Answer: C
Explanation: C) The outcome you would like to achieve as a result of your message is known as
the desired outcome.
10) ________ involves imagining yourself in your audience's position and interpreting your
message from their perspective.
A) Primary audience
B) Audience analysis
C) Audience benefits
D) Audience appreciation
E) Audience response
Answer: B
Explanation: B) Because persuasion involves influencing your audience's thinking and
behaviour, the more you know about your audience, the more persuasive you can be.
11) ________ involves focusing on information needs, motivation and benefits, and potential
resistance.
A) Analyzing your audience's needs
B) Analyzing your purpose
C) Analyzing medium choices
D) Analyzing your desired outcome
E) Analyzing the business result
Answer: A
Explanation: A) Because persuasion involves influencing your audience's thinking and
behaviour, the more you know about your audience, the more persuasive you can be.
E)

12) You need to email a coworker to ask for her assistance on a project. In the context of this
message, which of the following constitutes a refutation you could include in your request?
A) I really need your help right now, as my department is short-staffed.
B) I won't be able to complete my project if you don't help me.
C) While this may sound time-consuming, I will only need one hour of your time.
D) Yes, helping me will take time away from your own professional responsibilities.
E) No, I don't think that I will be able to return the favour.
Answer: C
Explanation: C) You can refute potential resistance by proving that the point raised is wrong. A
refutation is like saying, "No, that is wrong, and here's why." This choice is a refutation because
it addresses the potential resistance that helping will be too time-consuming by explaining that
only one hour of assistance is needed. Some of the other choices are examples of potential
resistance.
13) You want to convince your boss to implement a procedural change in your department.
Which of the following constitutes a concession in the context of such a message?
A) Yes, the changeover may cause some minor initial delays, but in the long run this shift will
increase the speed of transactions by approximately 50 percent.
B) Yes, this changeover will require some additional training, and I know that we don't have the
budget for that right now.
C) I can understand why you think this change might involve a high price tag, but it can actually
be accomplished for almost no expense whatsoever.
D) No, implementing this change would not require the system to be shut down during business
hours.
E) I understand that employees may be resistant to this change; change is hard for many people.
Answer: A
Explanation: A) You can concede a point of potential resistance by admitting that the opposing
point of view has merit but does not invalidate your argument. A concession is like saying "Yes,
but..." This choice concedes that there may be initial delays but the long-term effect of the
change will actually speed up the process significantly. Some of the other choices are refutations
and some merely raise points of resistance.

14) You have lunch with a friend and she tells you that her office recently implemented flex-time
have at your office too. You decide to approach your boss about this possibility. In the context of
such a message, the thought that this change might decrease employee productivity would be
seen as ________.
A) audience motivation
B) an audience benefit
C) potential resistance
D) a refutation
E) a concession
Answer: C
Explanation: C) In analyzing your message you think about your audience's potential resistance:
the concerns and objections they might have to your idea. Worrying that the more flexible
schedule could decrease productivity is a concern and objection your boss might have.
Motivation and benefits are the positive results the audience will experience as a result of
complying with your message. Refutation and concessions are two techniques for dealing with
potential resistance.
15) You need to send a persuasive message to a coworker. You want to communicate the message
in such a way that the interpersonal interaction makes it more uncomfortable for her to respond
negatively. Under these circumstances, which of the following would be the best medium for
your message?
A) an email
B) an instant message
C) a phone call
D) a memo
E) a text message
Answer: C
Explanation: C) In a live conversation the other person is put on the spot and it is harder for
them to answer negatively. A phone call is one way to have a live conversation, as are one-on-
one or group meetings.

16) Which of the following mediums is recommended both for targeting a personal appeal to an
individual or reaching large audiences?
A) email
B) memo
C) phone
D) group meeting
E) website
Answer: A
Explanation: A) According to the chart illustrating how to select the best medium for persuasive
messages, the medium that works in both cases is email.
17) You want to target a personal appeal to an individual. For which reason might the telephone
be preferable to sending an email?
A) It allows you to reach large audiences.
B) It allows you to include additional documents that may help your persuasive appeal.
C) It gives your audience time to consider your appeal before carefully responding.
D) It allows for immediate feedback so you can alter your appeal on the fly if necessary.
E) It makes it more comfortable for the audience to respond negatively.
Answer: D
Explanation: D) During a live conversation you can alter your message as you go along based
on audience feedback. The other choices are not advantages a phone call has over an email.
18) The chart illustrating how to select the best medium for persuasive messages recommends all
of the following options for reaching people who are already interested in your topic EXCEPT
________.
A) group meeting
B) email
C) website
D) social networking
E) text message
Answer: E
Explanation: E) All of the other choices are recommended as means to reach people who are
already interested in your topic. Text messaging is only recommended in situations where you
want to reach large audiences and give your audience time to consider your appeal carefully
before responding.

19) While the ________ stage helps you make a persuasive plan, the ________ stage helps you
put the plan into action and draft the message.
A) analyzing; composing
B) analyzing; evaluating
C) composing; analyzing
D) composing; evaluating
E) evaluating; composing
Answer: A
Explanation: A) A planned message will be much more persuasive than a message composed
without planning.
20) When composing a persuasive message, anticipating and addressing audience objections
________.
A) is not recommended
B) is never effective
C) diminishes their power
D) increases audience opposition
E) is sure to eradicate all resistance
Answer: C
Explanation: C) It is important to analyze what concerns and objections your audience will have
so you can address them in your message. You can respond to them in two different ways,
refutation or concession.
21) You want to postpone a meeting for a week later than arranged and plan to send an email to
this effect. In the context of this message, which of the following best articulates a benefit to the
audience?
A) I would really appreciate it if we could meet next week instead.
B) If you can meet next week, the data you are interested in will be ready and we can discuss that
as well.
C) If you can reschedule, it will enable me to honour my other commitment and have our
meeting too.
D) The meeting with you isn't very time sensitive, so I'm sure you won't mind postponing it since
it would really help me out.
E) Yes, I know it may be inconvenient for you but it's really the only way I am able to juggle
everything.
Answer: B
Explanation: B) This choice emphasizes how postponing the meeting will result in something of
interest to the audience. The others focus on the writer's perspective and benefits.

22) The main goal of evaluating is to make sure your final message is ________.
A) longer than your original draft
B) as effective and persuasive as possible
C) shorter and terser that your first attempt
D) free of anticipated objections
E) highly stylized and full of large, impressive words
Answer: B
Explanation: B) There are several specific considerations during evaluation, but all are intended
to ensure that you have implemented a good persuasive strategy.
23) Important persuasive elements include all of the following EXCEPT ________.
A) establishing a problem or need
B) building credibility
C) constructing a logical argument
D) refuting audience benefits
E) appealing to emotion
Answer: D
Explanation: D) All of the other choices are basic elements of persuasion. Stressing audience
benefits is another persuasive technique, as is refuting potential objections.
24) Which of the following is NOT a way to establish credibility?

A) Spend time getting to know your audience and build rapport.
B) Omit mention of your key credentials so as not to sound boastful.
C) Mention an affinity with a source credible to your audience.
D) Present an unbiased point of view.
E) Cite authorities and experts while presenting your ideas.
Answer: B
Explanation: B) Introducing yourself effectively by citing key credentials like your education,
experience, and expertise is actually a way to build your credibility.

25) Dionne is presenting a proposal to a new client, so is unknown to her audience. Which of the
following would be a way for Dionne to establish credibility with her audience?
A) being modest and not mentioning her education or expertise
B) maintaining a respectful distance from her audience before the presentation, so as not to
violate the professional relationship with attempts at rapport
C) mentioning her professional relationship with an expert in the field
D) avoiding mention of authorities in the field so as not to undermine her own authority
E) presenting a highly subjective viewpoint
Answer: C
Explanation: C) Introducing yourself effectively, by mentioning key credentials or a relationship
with someone your audience believes to be credible, is a way to build credibility.
26) Which of the following statements is NOT true?

A) Small companies often devote substantial space on their websites to building credibility.
B) Small companies provide testimonials from other clients.
C) Small companies present credentials and experience of employees.
D) Small companies mention affiliations with well-known organizations.
E) Small companies avoid efforts to build credibility since they are so costly and ineffective.
Answer: E
Explanation: E) Small companies employ all of the techniques mentioned in the other choices to
build credibility with potential customers.
27) Argumentation is defined as ________.

A) strengthening a weak position by overstating your case, diverting attention from problems, or
even attacking an opponent
B) making your audience believe you have expertise and are trustworthy based on your
knowledge, character, reputation, and behaviour
C) a person with a reputation for honesty losing credibility by making statements that prove to be
untrue or making promises that are not fulfilled
D) changing the mind of someone who is deeply interested in an issue, including someone
committed to an opposing point of view
E) taking a position, supporting the position with reasons, and then documenting those reasons
with evidence
Answer: E
Explanation: E) Logical arguments provide the foundation for most persuasive business
messages. Argumentation is a persuasive appeal that supports a position with reasons and
evidence.

You have lunch with a friend and she tells you that her office recently implemented flex-time
have at your office too. You decide to approach your boss about this possibility.
28) In terms of a logically structured argument, which of the following best articulates your
position?
A) A flex-time schedule will increase productivity and employee satisfaction by better enabling
employees to balance their work and personal lives.
B) A flex-time schedule will allow workers to create schedules better suited to their personal
lives.
C) Employee turnover is on the rise.
D) Flex-time schedules at other companies have been shown to aid in recruitment.
E) Many employees have voiced frustration over work hours that don't allow them to meet their
personal obligations.
Answer: A
Explanation: A) This statement best articulates your position that implementing a flex-time
schedule will address the work/life balance issue and increase productivity and job satisfaction.
The other statements relate to the issue, with some being reasons and others evidence in support
of your position.
29) In terms of a logically structured argument, which of the following pieces of evidence does
the LEAST to help your argument?
A) Employee absenteeism is up 20%.
B) Our turnover rate is steadily increasing.
C) Increased absenteeism costs our company almost 15% of payroll quarterly.
D) An employee survey revealed that the improvement most desired by our employees is a flex-
time schedule.
E) Work/life balance is a major issue in the Canadian workplace these days.
Answer: E
Explanation: E) The other pieces of evidence are directly related to the problem as it affects your
company. This statement is vague and generic, so it does less to promote your cause than the
other statements.

30) According to the Globe and Mail, "of the 221,000 foreign workers who entered Canada last
year, only 55,000 came to fill low-skilled jobs at the request of employers, and 62 per cent of
those were farm workers." This is an example of which type of evidence?
A) numerical data
B) facts
C) personal experience
D) examples
E) anecdotal
Answer: B
Explanation: B) A fact is documented information that someone can verify. If the fact is not
already well known to the audience, it will be important to cite the source.
31) In terms of evidence to support your argument, personal experience and examples ________.
A) are inappropriate in persuasive business messages
B) are conclusive evidence
C) cannot provide compelling support for a claim
D) need to be augmented by other types of evidence
E) do not clarify your point or help your audience understand
Answer: D
Explanation: D) These types of evidence may provide compelling support for a claim, clarifying
your point and helping your audience understand, but they are not conclusive evidence. As such,
they must be augmented by other kinds of evidence.
32) Abraham Maslow argued that ________.

A) logic alone is always enough to persuade an audience
B) the needs of people vary with their different generations, backgrounds, and cultures
C) all people share a common set of needs
D) it is impossible to address the psychological needs of an audience you don't know
E) emotional appeals to audiences cannot be effective
Answer: C
Explanation: C) Psychologist Abraham Maslow argued that all people, even people of different
cultures and different generations, share a common set of needs.

33) According to psychologist Abraham Maslow, the basic level of human needs includes all of
the following EXCEPT ________.
A) physiological needs.
B) need for food.
C) need for love.
D) need for clothing.
E) need for shelter.
Answer: C
Explanation: C) At the basic level of the common set of needs are physiological needs of food,
clothing, and shelter. Once those needs are met people will seek to meet increasingly higher
levels of need, like the need for love and belonging.
E) 5
34) You are writing an appeal letter to solicit funds for your non-profit organization. In this
message you praise the audience for their past donations and emphasize how their contribution is
needed now more than ever and will make a real difference for the people your organization
serves. This message appeals to the audience's ________.
A) sense of self-esteem
B) quest for self-actualization
C) need for love
D) desire for safety
E) requirement for belonging
Answer: A
Explanation: A) Advertisers routinely appeal to the higher levels of needs as part of their
persuasive strategies. Advertisements for charities often appeal to the increase in audience self-
esteem that will result from the good works enabled by a donation.
35) An advertisement for an SUV that emphasizes the model's high crash test ratings and rollover
test results would appeal to the audience's desire for ________.
A) self-esteem
B) love
C) safety
D) belonging
E) self-actualization
Answer: C
Explanation: C) An advertisement emphasizing positive crash test ratings and rollover test
results appeals to people's desire for safety features in the automobile that they purchase.

36) Which of the following ad campaigns would most likely appeal to an audience's desire for
self actualization?
A) "Just do it" (Nike)
B) "We try harder" (Avis Car Rental)
C) "You deserve a break today" (McDonald's)
D) "Don't leave home without it" (American Express)
E) "Got milk?" (Milk Processor Education Program)
Answer: A
Explanation: A) Advertisements that appeal to people's desire to make the most of their abilities
target their sense of self-actualization. The "Just do it" campaign specifically encouraged people
to exercise and strive for physical fitness, but in a greater sense to show grit, determination, and
passion in their pursuits.
37) Which of the following would most likely appeal to an audience's sense of self-esteem?
A) an ad for a home security system likening the service to having a bodyguard outside your
house
B) an ad for virus protection software citing a long list of corporate clients
C) an ad for frozen meals claiming they taste homemade
D) an ad for a university emphasizing the respect its graduates have in the business world
E) an ad for a laundry detergent suggesting it will make your clothes look brand-new
Answer: D
Explanation: D) An advertisement that focuses on the respect you earn - and the self respect you
will feel - from receiving your education at their university appeals to the audience's sense of
self-esteem.
38) Violations of logic ________.

Which of the following does NOT accurately complete the statement above?
A) are called logical fallacies
B) are dishonest if used intentionally
C) include strengthening a weak position by overstating your case
D) are unavoidable and are an accepted part of ethical persuasion
E) are important to recognize so you are not persuaded by unsound ideas
Answer: D
Explanation: D) Violations of logic are called fallacies. Intentionally using them is both
dishonest and misleading.

39) "After Company X used this ad agency, its sales increased by 30% the following quarter.
Obviously, our sales will go up 30% if we choose this ad agency." This is an example of which
type of logical fallacy?
A) appeal to popular opinion
B) false cause
C) false dilemma
D) red herring
E) ad hominem attack
Answer: B
Explanation: B) This type of fallacy assumes that there is a cause and effect between two things
without proving the relationship. Company X's sales might have increased for any number of
reasons other than the ad agency they used: new products, additional salespeople, a seasonal
increase, etc.
40) The logical fallacy of a false dilemma involves ________.

A) focusing on irrelevant issues to draw attention away from a central issue
B) supporting an idea by comparing it to something that is not comparable
C) drawing a conclusion from a sample that is either too small or does not represent the larger
population
D) attacking a person who disagrees with you rather than addressing the issues
E) asserting that only two choices exist while ignoring other problems
Answer: E
Explanation: E) This is the definition of a false dilemma.
41) Offering as evidence statements such as "everybody knows" is a description of the logical
fallacy known as ________.
A) an appeal to popular opinion
B) an ad hominem attack
C) a false dilemma
D) a false analogy
E) a red herring
Answer: A
Explanation: A) An appeal to popular opinion involves offering as evidence statements such as
"everybody knows."

42) In a persuasive message, reminding your audience that they have made similar decisions to
the one you would like them to make now is known as appealing to the ________ principle.
A) consistency
B) deja vu
C) reciprocity
D) scarcity
E) liking
Answer: A
Explanation: A) People like to act consistently and make decisions similar to the ones they made
in the past. This is known as the consistency principle.
43) "We all know that money is tight these days, so smart business people like Big Company A
and Bigger Company B invest their dollars wisely in the high-quality products and services we
offer at XYZ Technology." This excerpt illustrates which technique for appealing to emotion?
A) the consistency principle
B) the scarcity principle
C) the reciprocity principle
D) the social proof principle
E) the liking principle
Answer: D
Explanation: D) People follow the lead of others they respect. Including names and testimonials
in your message is the social proof technique for appealing to emotion.
44) In a persuasive message, ________ is known as appealing to the scarcity principle.

A) including names and testimonials
B) reminding your audience that they have made similar decisions in the past
C) highlighting the exclusivity of your offer
D) showing that you appreciate your audience
E) giving people a gift
Answer: C
Explanation: C) People want things more if those things are scarce. Highlighting the exclusivity
of your offer is the scarcity technique for appealing to emotion.

45) In a persuasive message, showing your own emotional commitment to the idea that you want
your audience to commit to ________.
A) tends to undermine its persuasive impact
B) will make your message more persuasive
C) is inappropriate and unprofessional
D) is not recommended in most cases
E) usually backfires on people
Answer: B
Explanation: B) You will be more persuasive if you speak or write from the heart. If you want
your audience to commit to an idea, they need to know that you are committed to it also.
46) Compelling evidence presented in ________ language can also touch an audience
emotionally and motivate them to act.
A) clear and vivid
B) vague and colourless
C) obscure and intense
D) flowery and pedantic
E) cryptic and elegant
Answer: A
Explanation: A) Evidence is typically the "logic" part of an argument. However, compelling
evidence presented in clear and vivid language can also touch an audience emotionally and
motivate them to act.
47) In business, all of the following types of communication typically require persuasion to
influence and motivate the audience EXCEPT ________.
A) routine customer
B) recommendations for action
C) sales messages
D) job application letters
E) requests for favours
Answer: A
Explanation: A) Routine messages, like customer claims for exchanges, requests for
information, etc., are short and straightforward and not sensitive. They do not require you to
persuade your audience to accept your point.

48) A recommendation is a business message that ________.

A) denies the existence of a problem
B) establishes a need that cannot be filled
C) suggests a solution to a business problem
D) supports the maintenance of the status quo
E) identifies a problem and asks others to figure out a solution
Answer: C
Explanation: C) In a recommendation, you establish that a problem or a need exists, and then
you show how your solution is effective.
49) Which of the following is NOT a persuasive element used in recommendations?

A) omitting objections
B) focusing on benefits
C) building credibility
D) appealing to the audience's emotion
E) constructing a logical argument
Answer: A
Explanation: A) A recommendation does not omit objections, it anticipates them and uses
refutation or concession to respond to them.
50) You are an educational consultant. A local elementary school has asked you to submit a
recommendation regarding its inefficient and problematic lunchtime process. After reviewing the
situation it seems that just a few easy and inexpensive changes will result in a much more orderly
system. When writing up your recommendation, you should ________.
A) use indirect organization
B) begin with your main point
C) build up to your specific recommendation gradually
D) start your message by providing context for the situation
E) omit a call to action
Answer: B
Explanation: B) Since your audience has requested the recommendation and your solution will
likely please them (as it is easy and inexpensive) the direct approach is favoured in this situation.

You are writing to persuade your boss that your department needs additional staff to achieve its
annual goals. A hiring freeze has been in effect, as has a moratorium on overtime, so your
recommendation will need to be very persuasive.
51) Given this situation, your message ________.

A) must be organized directly
B) should begin with your specific recommendation
C) cannot eliminate alternative solutions
D) should begin by providing context for the situation
E) must not use indirect organization
Answer: D
Explanation: D) In this situation, your boss may not be aware of the understaffing in your
department and will be reluctant to approve the additional expenditures this recommendation
proposes. So using indirect organization and building up to the specific recommendation
gradually is the favoured approach.
52) You decide to email this recommendation to your boss. Which of the following would be the
best subject line for this message?
A) Proposal to Hire More Staff
B) Request for Additional Staff, Authorization for Overtime
C) Proposal to Help Our Department Meet its Annual Goals
D) A Good Idea
E) Suggestion to Increase People Hours Despite Tough Economic Times
Answer: C
Explanation: C) In this situation, your boss may not be aware of the understaffing in your
department and will be reluctant to approve the additional expenditures this recommendation
proposes. So using indirect organization is the favoured approach. In such a case, your subject
line should not directly identify your recommendation but rather hint at it as this one does.
Several of the choices incorrectly identify the proposal and one is so vague as to give no idea
what the email is about.

53) Email recommendations written using direct and indirect organization have notable
differences, but they also contain many similar elements. Which of the following is a similarity?
A) Both position the recommendation in the same place.
B) Both omit mention of potential objections.
C) Both specifically identify the proposal in the subject line.
D) Both begin with information putting the situation in context
E) Both conclude with a call to action.
Answer: E
Explanation: E) Both organizational methods end with a specific request. Notable differences
are the position of the recommendation, wording of the subject line (proposal is hinted at in
indirect organization), and the inclusion of introductory context that builds up to the
recommendation in the indirect method. Both methods do in fact respond to potential objections.
54) Which of the following is NOT one of the key principles for assembling a logical and
persuasive recommendation presentation?
A) Organize your presentation into well-defined sections that signal your logic.
B) Present material in the body of the slide that supports the main idea in your headline.
C) Include detailed copy on each slide to support its headline instead of representing your
information graphically.
D) Write message headlines: short sentences or meaningful phrases at the top of the slide
representing your main ideas.
E) Design every slide to support one main idea.
Answer: C
Explanation: C) This is not one of the principles given to create persuasive recommendation
presentations. Effective slides are not crowded with copy, as can be seen in the examples in the
book. These slides make ample use of graphical elements to present their ideas clearly and
logically.
55) A request to your audience to do you a favour requires more persuasion when ________.
A) it is easy for them to accomplish
B) it aligns with their plans
C) it requires them to choose between alternatives
D) it is something that they would be happy to do
E) it involves little or no effort on their part
Answer: C
Explanation: C) In such a case, you will need to make a persuasive request that helps the
audience feel good about doing the favour.

56) You need to ask a coworker to take your place and present at an upcoming departmental
meeting. Which of the following would be most likely to convince your coworker to grant this
favour?
A) I will be out of town that day and can't be present.
B) I will really appreciate it if you help me out here.
C) I know it's a lot to ask, but I don't have any other choice.
D) Presenting will give you a chance to impress upper management.
E) You know that if the roles were reversed, I'd help you.
Answer: D
Explanation: D) When you're requesting a favour, you will need to make a persuasive request
that helps the audience feel good about doing the favour. If possible, the request will also show
how the audience will benefit from helping you. This choice highlights a potential audience
benefit while the others focus more on the writer of the request.
57) Which of the following would most likely be considered to be a persuasive customer claim
instead of a routine customer claim?
A) asking to exchange a sweater you purchased from a major retailer for one in a different colour
B) asking to have an item repaired for a reason not covered under its warranty
C) asking to return an item you purchased that turned out to be defective
D) asking to receive a refund for tickets you purchased to a seminar that was cancelled
E) asking to return an item you ordered online since the company mistakenly sent the wrong item
Answer: B
Explanation: B) A claim that asks a store or manufacturer to make an exception and do
something that violates its standard policies would require persuasion. Asking for a repair to an
item not covered by its warranty would be such a case.
Diff: 3 Type: MC Page Ref: 244-247
58) If you want a store to grant you a return when it is against their company policy, ________.
A) there is no point in arguing, as they will never make an exception
B) get right to the point and refuse to do business with them if they do not comply
C) this is considered a routine request that does not require persuasive techniques
D) start spreading bad word of mouth about the store and hope that it gets back to them
E) explain why the policy should not apply to your situation and demonstrate goodwill and
understanding
Answer: E
Explanation: E) If you want a merchant to make an exception for you, you need to persuade
them that the policy should not apply in your situation or that it is in the seller's best interest to
fulfill your request.

59) Ending a persuasive claim letter with a closing that refers to "enjoying future purchases from
your store," ________.
A) can be perceived as a benefit from granting the request
B) is a form of bribery and as such is unethical
C) is an implied threat that you will organize a boycott of the store
D) will likely influence the recipient not to comply with your request
E) is inappropriate and such a closing should only be used in a routine claim letter
Answer: A
Explanation: A) If you want a merchant to make an exception for you, you need to persuade
them that the policy should not apply in your situation or that it is in the seller's best interest to
fulfill your request. Suggesting that a positive outcome will keep you a loyal customer to the
store is a benefit the store will realize from granting your request.
60) Which of the following is an example of the attention-grabbing technique of asking a

motivating question?
A) Did you know that over 65% of Americans are considered overweight?
B) Would you like to drop 10 pounds in a month without a visit to the gym?
C) Are you aware that the majority of exercise programs don't generate results?
D) How would you like to hear about a great offer?
E) Have you ever started an exercise program?
Answer: B
Explanation: B) A motivating question is one that inspires your audience to imagine that they
can achieve the goal you are asking about, like losing weight without visiting the gym.
61) Emphasizing how your product or service meets your audience's needs is part of which
aspect of the AIDA approach for organizing sales messages?
A) grabbing your audience's attention
B) creating a sense of desire in your audience
C) making it easy for the audience to act
D) building your audience's interest
E) letting your audience know how to respond
Answer: D
Explanation: D) In the acronym AIDA, the I stands for interest. To build your audience's
interest, emphasize how your product or service meets their needs.

62) Which of the following would be most likely to grab an audience's attention?
A) How would you like to buy a new car?
B) Did you know that this year's models get up to 50% higher gas mileage than last year's cars?
C) Our cars are well engineered and beautifully designed to appeal to the discriminating
customer.
D) Our cars may cost more, but as mom always said, you get what you pay for.
E) Come in today and test drive one of our new models.
Answer: B
Explanation: B) In order to grab your audience's attention, your wording should make your
audience want to read or hear more about your product or service. Citing the startling fact that
the new cars get up to 50% more gas mileage than last year's models is more compelling than
any of the other choices.
63) ________ involves reducing the audience's resistance to the sales message, which is
especially important when you create unsolicited sales communication.
A) Making it easy for your audience to act and respond
B) Creating a sense of desire
C) Building your audience's interest
D) Grabbing your audience's attention
E) Enabling your audience to respond favourably
Answer: B
Explanation: B) Creating a sense of desire involves reducing the audience's resistance to the
sales message, which is especially important when you create unsolicited sales communication.
You create desire through authority, social proof, or perceived scarcity.
Objective: Multiple Objectives
64) You're writing a sales message to entice potential customers to join your gym. Telling your
audience that the first 50 responders will get a free one-week trial period at your gym ________.
A) makes it difficult for your audience to act
B) is an example of social proof
C) creates a sense of desire through perceived scarcity
D) shows how you meet their scheduling needs
E) overstimulates your audience by telling them too much too soon
Answer: C
Explanation: C) If you want to create desire, suggesting that the offer is available for a limited
time or only to a certain number of customers is a particularly persuasive technique.

65) A solicited sales communication ________.

A) is a response to a request for sales information
B) is also called a "cold-call" sales message
C) is a sales message sent to an audience who did not request the information
D) does not require you to reduce the audience's resistance to the sales message
E) is written to an audience that is not interested in your product
Answer: A
Explanation: A) Solicited sales messages are those you send to audiences who did request your
information. Although these audiences are interested in your product, you may have to overcome
their resistance if the price is more than they predicted or if the item does not fulfill all of their
needs.
66) The AIDA approach ________ situations when you know the audience.
A) is never used in
B) will be less effective in
C) is usually associated with
D) can be more powerful in
E) is not applicable in
Answer: D
Explanation: D) Although AIDA is usually associated with sales messages to a general audience,
you can use the AIDA approach even more effectively when you know the audience.
67) Which of the following excerpts from a sales message is an example of social proof?
A) Act now—our special limited-time offer expires soon!
B) Did you know that our product has almost twice the computing power of other handheld
devices available today?
C) Be the envy of your friends and coworkers by purchasing this first-generation product today.
D) This device gives you the functionality of a laptop and the portability of a smartphone.
E) Fortune 500 companies have purchased over 200,000 of these devices for their top executives.
Answer: E
Explanation: E) Desire can be created through authority, social proof, or perceived scarcity.
Social proof is when people follow the lead of others they respect. Telling the audience that this
device is used by the top executives at top companies is using the social proof technique.

68) All of the following are ways that an effective team leader motivates people to commit to
their team EXCEPT ________.
A) reminding team members that if they meet their annual goal they will be eligible for year-end
bonuses
B) taking the time to acknowledge team members' efforts and praising their accomplishments
C) trying to convince an unhappy team member that she is wrong to feel excluded from the
decision-making process
D) acknowledging the validity of a team member's frustration about issues on the latest project
E) rescheduling a meeting so that a team member can fulfill other obligations and still be present
for your discussion
Answer: C
Explanation: C) Emotions can stand in the way of success. Rather than try to convince someone
to feel differently, actively listen to him or her, try to understand their feelings, and acknowledge
the validity of those feelings.
69) In the context of decision-making, persuasion ________.

A) means influencing your audience to agree with the decision you prefer
B) is at its best when it leads to groupthink
C) is counterproductive and should not be used
D) is key to reaching a collaborative decision
E) is inappropriate in team situations
Answer: D
Explanation: D) When you work in a team, persuading others to agree with you can be counter
productive and lead to groupthink. The goal of team decision making is to generate the best
possible solution based on everyone's input. Team members use persuasive elements in their
contributions but listen carefully and should be willing to change their minds.
70) In Mexican business culture, ________.

A) persuasive techniques are not used
B) egotism is an accepted part of business relationships
C) valuing a colleague's work will build credibility
D) email appeals are preferred to phone conversations
E) the same persuasive content and techniques that work in Canada are effective
Answer: C
Explanation: C) In Mexico, it is important to develop working relationships. A phone call
signals that you are making an effort to build a relationship. Asking about a colleague's workload
shows that you recognize the value of his work and that you are not egotistical. This will provide
you with credibility.

71) Persuasion is the process of influencing your audience to agree with your point of view,
recommendation, or request.
Answer: TRUE
Explanation: To be persuasive, a message must do more than just state your point of view. It
must motivate your audience to agree with it.
Diff: 1 Type: TF Page Ref: 223
72) To be persuasive, a message only needs to state your point of view.

Answer: FALSE
Explanation: To be persuasive, it must also motivate your audience to agree with your point of
view.
73) The analyzing phase of the ACE process is relatively unimportant in persuasive situations.
Answer: FALSE
Explanation: In persuasive situations, you will increase your chances of getting a positive
74) One of your employees has been late for meetings and generally less effective recently, so
you decide to talk to her about improving her performance. The business result of your message
is to increase employee productivity and reliability.
Answer: TRUE
Explanation: The purpose of this message is to speak to the employee about the problematic
behaviour and the desired outcome is that she will improve her performance. What will happen if
she agrees to your request is the business result. In this case, that would be improved employee
productivity and reliability.
75) If you want to give your coworker time to consider your request carefully before responding,
communicating your message in a one-on-one meeting is a good medium choice.
Answer: FALSE
Explanation: A live conversation puts the other person on the spot and doesn't give them time to
carefully consider your appeal before responding. It actually makes it more uncomfortable for
the audience to respond negatively. Better choices for this situation would be an email, text
message, memo, letter, etc.

76) A primary persuasive technique is establishing that a problem or need exists, which your
request or proposal will address.
Answer: TRUE
Explanation: The basics of persuasion involve establishing a need, focusing on benefits, and
anticipating objections.
77) Only acknowledged experts or those known and trusted by their audiences need to focus on
building credibility in their messages.
Answer: FALSE
Explanation:
You will be more effective persuading an audience when you have credibility. If you don't
already have it, by being known and trusted by your audience or being a recognized expert, you
will need to focus on building credibility in your message.
78) It is not a good idea to mention your education, experience, and expertise when introducing
yourself to your audience, as this will come across as boastful and diminish your credibility.
Answer: FALSE
Explanation: The opposite is true. Mentioning these key credentials to your audience is a way to
build credibility. Another way to do so is by mentioning your relationship with someone the
audience knows, respects, and believes to be credible.
79) Credibility is hard to earn and easy to lose.

Answer: TRUE
Explanation: A person with a reputation for honesty can quickly lose credibility by making
statements that prove to be untrue or making promises that are not fulfilled.
80) When writing a report to your boss trying to persuade her to update the database system you
should omit your own issues and frustrations with the system, since it is inappropriate to include
personal experience as evidence in support of your argument.
Answer: FALSE
Explanation: Personal experiences and observations may provide compelling support for a
claim, although they are rarely conclusive on their own.

81) Although logic is critical for business decisions, you may also need to appeal to an audience's
emotions to persuade them.
Answer: TRUE
Explanation: Logic alone may not always be enough to persuade an audience.
82) In an ad hominem attack, you attack the person who disagrees with you rather than
addressing the issue at stake.
Answer: TRUE
Explanation: By definition an ad hominem attack is a logical fallacy that involves attacking the
individual who disagrees with you, rather than addressing the issue itself.
83) Sales messages typically require persuasion to influence and motivate the audience.
Answer: TRUE
Explanation: Other kinds of messages that require persuasion include recommendations for
action, requests for favours, and job application letters.
84) Julia is using direct organization to write her email recommendation, so its subject line
should only hint at her proposal instead of stating it directly.
Answer: FALSE
Explanation: The subject line should directly identify the proposal in an email using direct
organization.
85) If your audience has not asked for your recommendation and will likely act negatively,
indirect organization is the appropriate choice.
Answer: TRUE
Explanation: If your audience will be surprised by the recommendation and/or react negatively
to it, it is recommended that you build up to the specific proposal instead of directly stating it at
the beginning of your message.
86) When you write a recommendation using presentation software like PowerPoint, each slide
should be designed to support no more than three main ideas.
Answer: FALSE
Explanation: The recommendations for effective presentations suggest that each slide should be
designed to support only one main idea.

87) If you want a merchant to make an exception for you, you need to persuade them that their
policy should not apply in your situation or that it is in the seller's best interest to fulfill your
request.
Answer: TRUE
Explanation: In order to convince a merchant to make an exception for you, you need to show
them how they will benefit from complying with your request.
88) Reducing your audience's resistance to the sales message is not important in solicited sales
communication.
Answer: FALSE
Explanation: While reducing your audience's resistance is especially important when you create
unsolicited sales communications, it is also important in solicited sales communications.
Although customers who request information want the product or service, you may have to
reduce their resistance if the price is high or if the item does not fulfill all of their needs.
89) Only team leaders can use their persuasive skills to help a poorly performing team get back
on track.
Answer: FALSE
Explanation: Even if you are not the leader, you can use your persuasive skills to help the team
and its individual members get back on track. In this context, persuasion means influencing your
team members' attitudes to bring about a change in behaviour.
90) By showing appreciation and acknowledging team members' contributions, you can persuade
team members to continue working at a high level.
Answer: TRUE
Explanation: Helping others feel pride in their work is a good way to motivate them to keep up
the good work, and maybe even work harder.

91) You have lunch with a friend and she tells you that her office recently implemented flex-time
have at your office too. You decide to approach your boss about this possibility. Describe the
analyzing process for this message.
Answer: Analyzing involves thinking strategically about your purpose, desired outcome, and
business results. In this case your purpose is to suggest the possibility of implementing a flex-
time schedule in your office. The outcome of your message is how you would like your audience
to respond (in this case, agreeing to implement the new schedule). What will happen if your
audience agrees to your request (in this case, higher employee productivity and satisfaction) is
the business result. You also need to analyze audience and stakeholder needs, content needs, and
medium choices. This could involve telling your boss of the benefits of increased productivity
and employee satisfaction, and addressing potential resistance to the idea. The choice of medium
could investigate whether putting your boss on the spot in a live conversation is the right
approach, or if you'd be better served by sending an email and giving your boss time to take in
your message before responding.
Diff: 3 Type: ES Page Ref: 224
92) Maria says that you should always choose the communication medium preferred by your
audience. Discuss this idea.
Answer: There are many considerations that go into analyzing the best medium for your
persuasive message. They include the number of people in your audience and your ability to
reach them all in a timely way, the complexity of your content, the amount of resistance you
expect, and your audience's communication preferences. If you need only persuade one person,
their communication preferences can be the driving force in your decision on which medium to
use. But what if you need to reach a lot of people in different geographic locations at
approximately the same time? In this case, an email or a memo is a likely choice, even if the
individuals in the group prefer phone calls or face-to-face meetings. Sometimes it's not just about
logistics, but persuasion itself. If you want to "put someone on the spot" and make it more
difficult for them to say no, a meeting or phone call will make it harder for your audience to
respond negatively. Conversely, if you want to give the audience time to carefully consider your
appeal before responding, you would avoid a live conversation in favour of another mode of
communication.

93) Discuss how persuasion is a process.

Answer: Persuasion is a process that involves wearing down your audience's resistance
gradually. You can't expect people to overcome objections immediately, as they often need time
to consider and absorb the message, your refutations, concessions, etc. Because it is a process,
persuasion often requires multiple communications with each message contributing to your
persuasive goal. If you know that someone does not like to be put on the spot in a live
conversation, your first contact would probably not be a phone call or meeting. You could send
an email mentioning your idea or request and asking to schedule a phone call or meeting to
discuss it more fully. This could spur a reaction with additional points of resistance you hadn't
anticipated, that you could then prepare for and send in another email or use in your live
conversation. Even when you view communication as a process, your first contact still does need
to be persuasive. It must be persuasive enough to convince your audience to respond and
continue the dialogue so you can try and swing them around to your way of thinking.
94) John was asked to speak to a group of employees by a VP at their company. This VP is a
former employer and mentor of John's. John is unknown to the audience he will be speaking to.
Discuss some of the ways John can build his credibility with this audience.
Answer: Since John is unknown to his audience, he doesn't have the credibility that comes from
being known and trusted by them, or by being a recognized expert in the field. He does however,
have a relationship with a VP at the company at which he is speaking. Mentioning this strong
affinity with a someone known and credible to the audience will help convince them that John is
trustworthy. John should also mention his key credentials in relation to his speaking engagement,
namely education, experience, and expertise. He will also add to his credibility if he presents an
unbiased point of view, organizes his ideas logically, and supports them with good research and
sound reasoning. He can also add weight to his ideas by citing authorities and experts.
Diff: 3 Type: ES Page Ref: 226-228
95) Anya argues that since credibility is hard to earn and easy to lose, it's not worth trying to
establish. Discuss this statement.
Answer: You will be more effective when trying to persuade an audience if they believe you to
have expertise and to be trustworthy, based on your knowledge, character, reputation, and
behaviour. If you are unknown to your audience you can try to establish credibility in a number
of ways: 1) getting to know your audience 2) introducing yourself effectively 3) presenting your
ideas effectively. Credibility is very important for capturing an audience's attention and
persuading them to listen. Yet despite its importance it can be easy to lose. If a person with
credibility makes statements that turn out to be false, or makes promises that can't be kept,
credibility can be lost. It is also true that credibility alone isn't strong enough to change the mind
of someone who is deeply interested in an issue. Additional persuasive techniques will be needed
to successfully persuade an audience, but having their trust is a very valuable thing. It is certainly
of enough value to strive for, despite the fact that this is not done overnight. Credibility is also
not a black and white thing; it's not a matter of complete trust or complete lack of it. So it is
certainly worth some effort and time to try to establish credibility.
Diff: 3 Type: ES Page Ref: 226-228
96) Select a couple of advertisements and discuss which higher need they appeal to and how they
do so.
Answer: Answers will vary; some examples follow.
Nike's "Just do it" ads appeal to people's sense of self-actualization. Advertisements that
appeal to people's desire to make the most of their abilities target their sense of self-actualization.
"Just do it" specifically encouraged people to exercise and strive for physical fitness, but in a
greater sense to show grit, determination, and passion in their pursuits.
L'Oreal's "Because I'm worth it" ads for beauty and hair care products target the audience's
desire for love, belonging, and self-esteem. People want to be attractive, and ads for beauty
products show that use of their products result in attention and admiration from others. The
emphasis on being "worth it" implies that the product is highly valued and of excellent quality,
and that by association, so is the person who is deserving of and uses this product.
97) Carol is trying to persuade her boss to let her take a training course. She says that her friend
took a similar course and her sales increased by 25%, so it's likely that anyone who takes the
course will recognize the same increase. Discuss whether this a logical argument to include in
Carol's message.
Answer: There are a few logical fallacies here. Carol is making a hasty generalization by
drawing a conclusion from a sample that is too small or does not represent the larger population.
Based on one person's results Carol assumes everyone will realize similar gains. Also, we don't
know if Carol's friend is a representative of the larger population. She may have different
strengths, experience, education, etc. that differentiate her, and therefore her results, from the
population at large. Another fallacy here is false cause. We don't know if there are other factors
that may have caused an increase in Carol's friend's sales. Perhaps her business is seasonal or her
company just released some new products. Perhaps Carol's friend was especially motivated by
some goal like a sales contest. Perhaps her prior sales were down artificially (vacation, leave of
absence) and they are now just back on track. Perhaps her friend received other training that is
responsible for or at least contributing to this increase. This reasoning assumes there is a cause
and effect between the two things—taking the course and a 25% increase in sales—without
proving the relationship.

98) You are writing to persuade your boss that your department needs additional staff to achieve
its annual goals. A hiring freeze has been in effect, as has a moratorium on overtime, so your
recommendation will need to be very persuasive. You decide to send an email with your
recommendation. Discuss how best to organize this message.
Answer: In this situation, your boss may not be aware of the understaffing in your department or
agree that it is understaffed. In either case, your boss will be reluctant to approve the additional
expenditures this recommendation proposes given the tight financial restraints currently in effect
at your company. So using indirect organization and building up to the specific recommendation
gradually is the favoured approach. This will give you the opportunity to identify the problem
and make your boss aware that it exists. If he is convinced that there is a problem, and that the
stakes are high enough (annual goals), your boss will be more receptive to your recommendation.
99) You are crafting a message to grab your audience's attention about SecureYourself, an
identify theft protection service. Give an example of a startling fact, a thought-provoking story,
and a motivating question that could grab your audience's attention about this service.
Answer: Answers will vary; some examples follow:
Startling fact: Did you know that identity theft is the fastest growing crime in America, with over
9 million victims each year?
Thought-provoking story: My daughter's identify was stolen when she was still in diapers, but
we didn't find out about it until she was applying for her driver's license. Protect yourselves and
your family from this nightmare by joining SecureYourself today.
Motivating question: Wouldn't you like to protect yourself from the financial devastation and
logistical nightmares of identify theft, the fastest growing crime in America?
100) How does appealing to your audience's emotions help improve teamwork?
Answer: Effective team leaders use a number of techniques to motivate people to make a
commitment to a team that appeal to their emotions. For instance, they help others feel pride in
their work. People lose motivation when they feel unappreciated and when they do not feel good
about their work. By showing appreciation and acknowledging team members' contributions, a
good leader can persuade team members to continue working at a high level. Emotions can stand
in the way of a team's success. If a team member is angry or frustrated or feels excluded from the
decision making, productivity will decline. Rather than try to convince someone to feel
differently, a good leader actively listens to him or her, tries to understand the feelings, and
acknowledges the validity of those feelings. With that kind of support, many team members
persuade themselves to make some changes and work harder.
Diff: 3 Type: ES Page Ref: 231, 248

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Test Item File for Business Communication, Canadian Edition 8-1

Chapter 8 Communicating Persuasive Messages

1) Which of the following would likely require persuasion?

2) Being persuasive ________.

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Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

24) Which of the following is NOT a way to establish credibility?

Copyright © 2017 Pearson Canada Inc.

26) Which of the following statements is NOT true?

27) Argumentation is defined as ________.

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Copyright © 2017 Pearson Canada Inc.

32) Abraham Maslow argued that ________.

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Copyright © 2017 Pearson Canada Inc.

38) Violations of logic ________.

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40) The logical fallacy of a false dilemma involves ________.

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44) In a persuasive message, ________ is known as appealing to the scarcity principle.

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Copyright © 2017 Pearson Canada Inc.

48) A recommendation is a business message that ________.

49) Which of the following is NOT a persuasive element used in recommendations?

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51) Given this situation, your message ________.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

60) Which of the following is an example of the attention-grabbing technique of asking a

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

65) A solicited sales communication ________.

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69) In the context of decision-making, persuasion ________.

70) In Mexican business culture, ________.

Copyright © 2017 Pearson Canada Inc.

72) To be persuasive, a message only needs to state your point of view.

Copyright © 2017 Pearson Canada Inc.

79) Credibility is hard to earn and easy to lose.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

Copyright © 2017 Pearson Canada Inc.

93) Discuss how persuasion is a process.

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Copyright © 2017 Pearson Canada Inc.

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