UC Davis - COM 152 - intro

UC Davis - COM 152 - intro - CMN 152 Intro to Persuasion...

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CMN 152 Intro to Persuasion Theory Conceptual and observational worlds Construct Label for something not directly perceivable that is nevertheless adopted for scientific inquiry Conceptual definition The process of defining constructs verbally with other constructs Propositions Statement of relationship among constructs specifying how we think constructs are related Theory A set of logically related propositions that provide some unifying explanatory mechanism and predict some probable future outcomes Criteria of a productive/useful theory Falsifiable Parsimonious Internally consistent Specifies its relevant constructs and how they are measured Explains data better than existing theories on the same topic Agrees with existing theories about related topics Generates new insights about the topic Defining Persuasion Defining Attitude Attitude A psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor Characteristics of the attitude construct o Attitudes are tendencies o Attitudes are evaluative o Attitude objects are entities that elicit the evaluative responses o People can be attitude objects…institutions (UC Davis), classes…etc. o Can be attitudes towards just about anything…. o Generally, attitudes are learned o Usually learned from other people…some are innate like hating loud noises o Attitudes influence behavior
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Motivational system Compliance o Target accepts influence from a social agent in order to achieve a favorable reaction from the social agent o Target learns to do or say the expected thing in special situations o Public behavior, not private acceptance (not attitude change…still do it when no one is looking kind of thing) o Target is the “persuade-ie” and the social agent is the “persuader” o Identification - persuasion o Target adopts behavior from a social agent because this behavior is associated with a satisfying self-defining relationship with the social agent o Public and private acceptance o 2 forms of self-defining relationships I like this because my friends like this….or a mentor… Social relationship MAKES YOU WANT TO CHANGE, but not because your beliefs say you should Internalization - persuasion o Induced behavior is consistent with the target’s value system o Induced behavior is intrinsically rewarding o Behavior and opinions are adopted because they are viewed as useful, similar to preexisting beliefs, or demanded by values already held
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UC Davis - COM 152 - intro - CMN 152 Intro to Persuasion...

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