A Problem Of Persuasion

Case : A Problem Of Persuasion

Problem Summary

The case concerns the use of the drug named Velvetoff, used for the removal of antlers in a deer farming region.   The underlying problem in this case is that local deer farmers can now get direct access to the drug Velvetoff and inject deer themselves.   As a result Dave, a respected and influential farmer in the region and client of Julie, a local vet, wants to administer the drug himself. This may lead to even more farmers adopting the approach. Julie does not want Dave or any other farmer to carry out this task and her objective in their next interaction is stop Dave from undertaking this action or find a suitable compromised position.

Issues to be analysed

• Dave & Julie’s underlying motives.
• The sources of power that each individual holds and the influential strategies used.
• Alternate strategies Julie may pursue in their next interaction.
• A final recommended course of action for Julie.

Assumptions

• The Wolverton Vet will continue to sell Velvetoff direct to Farmers. Thus methods such as lobbying the Veterinary Association will not succeed in stopping this outcome.
• Julie is willing to compromise on her self injecting position, only if all her concerns are addressed.

Analysis & Alternative Solutions

Motivation

Motivation is the set of forces that cause people to engage in one behaviour, rather than some alternative behaviour (Moorhead & Griffin, 1998). Therefore, by understanding the motives behind Dave’s stated position Julie will improve her chances of influencing him.   This may be in the form of an alternative position, or compromise, which addresses the underlying motives of both parties.

Dave’s Motives

Dave’s comments regarding “the downturn in the economy” and wanting to avoid the cost of the veterinary visit suggests that his (and other farmers) reasoning for wishing to inject Velvetoff is economical "   they want to save money.

Julie’s Motives

Julie...