ARISTOTLEARISTOTLE384 - 322 B.C.384 - 322 B.C.

THE RHETORICTHE RHETORICThe Art of PersuasionThe Art of Persuasion

EthicalEthical Personal character makes speech crediblePersonal character makes speech credible

EmotionalEmotional Stirring the emotions of the listenerStirring the emotions of the listener

RationalRational Proving a truth by demonstrative Proving a truth by demonstrative

argumentargument

The Rhetoric is a toolbox for political oratorsThe Rhetoric is a toolbox for political orators

RATIONAL MODE 1RATIONAL MODE 1 Western thought processes are Western thought processes are

AristotelianAristotelian We can not hold contradictory points of We can not hold contradictory points of

viewview Basic logic must be adhered to Basic logic must be adhered to Propositions supported by verifiable factsPropositions supported by verifiable facts

Techniques Techniques DemonstrationDemonstration RefutationRefutation PossibilityPossibility FactsFacts ExamplesExamples ParallelParallel DegreeDegree

RATIONAL MODE 2RATIONAL MODE 2 Case Study 1 : Irish Social PartnershipCase Study 1 : Irish Social Partnership

Employer/Union relations pre 1990Employer/Union relations pre 1990 Adversarial pay bargainingAdversarial pay bargaining High inflation = economic stagnationHigh inflation = economic stagnation

Bertie Ahern’s proposalBertie Ahern’s proposal Tax + inflation erode pay increasesTax + inflation erode pay increases Offer tax cuts in return for pay restraintOffer tax cuts in return for pay restraint

Enlightened union leadershipEnlightened union leadership Pragmatic attitude, open to rational Pragmatic attitude, open to rational

argumentargument Investment the motor of growth and Investment the motor of growth and

employmentemployment

RATIONAL MODE 3RATIONAL MODE 3

Differing rational systems Differing rational systems

Within Western EuropeWithin Western Europe France : Cartesian rationalismFrance : Cartesian rationalism British Isles : Baconian empiricismBritish Isles : Baconian empiricism

Outside EuropeOutside Europe China : rational approach may be China : rational approach may be

inappropriateinappropriate

Intercultural awarenessIntercultural awareness« Rhetoric is concerned not with what seems « Rhetoric is concerned not with what seems

probable to a given individual … but with what probable to a given individual … but with what seems probable to men of a given type » seems probable to men of a given type »

ETHICAL MODE 1ETHICAL MODE 1Gaining trust requires going beyond fact and argumentGaining trust requires going beyond fact and argument

3 qualities inspire confidence3 qualities inspire confidence Good senseGood sense Good moral characterGood moral character GoodwillGoodwill

Integrity, credibility and reputation Integrity, credibility and reputation are keyare key

ChinaChina VietnamVietnam IndiaIndia

ETHICAL MODE 2ETHICAL MODE 2

Case Study 2 : Jimmy CarterCase Study 2 : Jimmy CarterCamp David, SALT II, Conflict mediationCamp David, SALT II, Conflict mediation

Justice for all parties involvedJustice for all parties involved Reconciliation Reconciliation

Case Study 3 : Robert MaxwellCase Study 3 : Robert MaxwellBuyout of Daily Mirror, breaking union powerBuyout of Daily Mirror, breaking union power

UnethicalUnethical AggressiveAggressive Dirty tricksDirty tricks

EMOTIONAL MODE 1EMOTIONAL MODE 1Get the other party to like (or fear) youGet the other party to like (or fear) you

Friendly feelingFriendly feelingWe call this building rapport, networkingWe call this building rapport, networking

Behavior likely to elicit positive Behavior likely to elicit positive attitudesattitudes

Good temperGood temper HumourHumour PraisePraise Don’t criticizeDon’t criticize Don’t hold grudgesDon’t hold grudges Don’t badmouth othersDon’t badmouth others AdmirationAdmiration ResemblanceResemblance

EMOTIONAL MODE 2EMOTIONAL MODE 2

Emotional strategy is keyEmotional strategy is key Latin AmericaLatin America IndiaIndia Middle EastMiddle East

Emotional strategy is inappropriateEmotional strategy is inappropriate SwedenSweden NorwayNorway Denmark Denmark

EMOTIONAL MODE 3EMOTIONAL MODE 3 Fear Fear

« « the expectation that something destructive will the expectation that something destructive will happen »happen »

Case Study 4 : P&G Joint Venture Case Study 4 : P&G Joint Venture CompanyCompany

Insist on concessionsInsist on concessions Apply pressureApply pressure Make threatsMake threats

ConfidenceConfidence « « the expectation associated with a mental picture of the expectation associated with a mental picture of the nearness of what keeps us safe and the absencethe nearness of what keeps us safe and the absence

or remoteness of what is terrible »or remoteness of what is terrible »

EPILOGUEEPILOGUE

1.1. Make the audience well-disposed towards Make the audience well-disposed towards yourselfyourself

2.2. Magnify or minimize the leading factsMagnify or minimize the leading facts

3.3. Excite the required state of emotion in Excite the required state of emotion in audienceaudience

4.4. Refresh their memoriesRefresh their memories

CONCLUSIONCONCLUSION

The modes of persuasion described by Aristotle were The modes of persuasion described by Aristotle were reserved for an elite of lawyers and politicians. Yet reserved for an elite of lawyers and politicians. Yet

they are timeless, still relevant and useful in today’s they are timeless, still relevant and useful in today’s global marketplace. global marketplace.

The 3 modes find their parallels in current The 3 modes find their parallels in current concernsconcerns

Business ethicsBusiness ethics Emotional intelligenceEmotional intelligence Applied artificial intelligenceApplied artificial intelligence

FUTURE OF NEGOTIATIONFUTURE OF NEGOTIATIONConstructing software agents that will optimally Constructing software agents that will optimally

negotiate on behalf of the real world parties that negotiate on behalf of the real world parties that they represent. That will put experienced and poor they represent. That will put experienced and poor human negotiators on an equal footing, and save human negotiators on an equal footing, and save

them negotiating effortthem negotiating effort . .

- -Tuomas W. SandholmTuomas W. Sandholm-

This generation of negotiators is required toThis generation of negotiators is required to Operate in a truly global marketplaceOperate in a truly global marketplace Deal with partners from a variety of culturesDeal with partners from a variety of cultures Be adaptable and flexibleBe adaptable and flexible Possess a variety of negotiating strategies Possess a variety of negotiating strategies

and stylesand styles