Examinando por Materia "Ethos,"

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    Programa de intervención para el fortalecimiento de la capacidad argumentativa del equipo de Key Account Managers del Grupo Logístico TCC. Empoderamiento para hacer tangible el valor
    (Universidad EAFIT, 2023) Escobar Guerrero, Billy Harbey; Restrepo Escobar, Laura Isabel; Romero Ochoa, Edgar Sebastián; Londoño Restrepo, Natalia
    This program links the theory of argumentation with behavioral studies by focusing on the deliberative system of the individuals who are the focus of the intervention, with the aim of providing them with knowledge and learning techniques to strengthen their persuasive abilities and train them in argumentative skills. The target population is a group of thirteen Key Account Managers (KAM) of Grupo Logístico TCC, a leading company in the logistics sector in Colombia. The KAM team is responsible for making the value proposition tangible at each stage of the company's relationship chain, which is why argumentative quality is a fundamental competence to perform its role. To this end, two fundamental lines were addressed: the first rhetoric, focused on the training of techniques to increase the quality of the arguments that allow them to be reliable and credible (ethos), manage emotions (pathos) and refine the use of persuasive arguments based on reason (logos). The second is logical-dialectical to increase their argumentative skills in the construction of solid arguments. It was implemented under a multimodal model or mode, within the EAST intervention methodological framework and a pre-experimental research design with pretest and posttest in a single group. The same qualitative instrument was used, in the pre-test and post-test: a survey with 8 vignettes, with client objections, requiring each agent to write down responses. The main finding lies in the significant improvements found comparing the pre-test and posttest since, in the former, the heterogeneity of the arguments was considerably high, in relation to the organization's value proposition. In the latter, greater homogeneity and alignment is perceived in the discourse between the intervened agents. It is concluded that the multimodal intervention, based on the use of images, video, texts, experiences, workshops, and other narrative resources, represents an effective tool for strengthening argumentative skills. According to the scarce evidence found in the literature, which incorporates this line of argument within the topic of behavioral studies, it could be stated that the present experiment represents a novelty in the field of the discipline.