Comm 318 exam 2 studyguide

Comm 318 exam 2 studyguide - Comm 318 exam 2 studyguide...

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Comm 318 exam 2- studyguide 29/03/2009 15:43:00 Message Learning Approach Attitude change is a chain of responses: o attention to the persuasive message o comprehension of its content o acceptance of yielding to what’s comprehended o retention of the position agreed to Summary of assumptions: o 1. Must learn arguments for change to occur o 2. Must remember arguments if change is to persist o 3. What determines yielding is incentives “who says what in which channel to whom with what effect?” o source=who o message=what o channel=medium o receiver=to whom o attitude change=what effect o *What is it about some people that makes them so persuasive to us? Credibility and its Components What is credibility? o It is perceived
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What is credible to some, isn’t to others It can be fabricated o What perceptions make up credibility? Expertise: Technical knowledge Skilled, informed, authoritative, able, intelligent Trustworthiness: Degree to which we feel someone is honorable Character is sometimes thrown in as well. Persistence of credibility effects and the sleeper effect o How do researchers examine the effects of credibility? Manipulate training, experience or occupation—and compare  with someone without that “training” Look at nonverbal behavior—and how it influences credibility Affected by non-fluencies in speech (uh, um, etc.) Affected by speaking rate: people who speak a little  faster are more knowledgeable  Affected by speaking rate: good variation=good credibility Having a little “um: can build credibility because it looks  like it wasn’t memorized.  People were more receptive to the Nobel Prize winner when  they said they had one hour of sleep, but it didn’t work when  they said they had zero hours of sleep because that isn’t as  believable.  Trustworthiness: speak against your own best interest Expertise and trustworthiness are RELATIVE Other source factors (similarity, attractiveness, etc.) Perceived Similarity
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o The more similar to yourself the speaker appears, the greater their  effectiveness: social comparison o Membership similarity: of same group, more likely to think similarly o Attitude similarity: people with whom we share same attitude ex.  Vegan, democrat, etc. o Relevant similarities: want to have kids, may lead to greater  perceptions of trustworthiness and expertise (credibility) which directly  affect attitudes o Irrelevant similarities: to persuasive context, build rapport Physical Attractiveness o Attractive speakers are more likely to be seen as: friendly, likeable,  outgoing o Attractiveness is especially persuasive in unimportant situations
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This note was uploaded on 04/06/2009 for the course COMM 318 taught by Professor Hullett during the Spring '08 term at Arizona.

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Comm 318 exam 2 studyguide - Comm 318 exam 2 studyguide...

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