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Chapter 11 - Part 1 - Chapter 11 Part 1 Influencing Others...

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Chapter 11: Part 1 Influencing Others Fundamentals of Human Communication
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Chapter 11: Overview 1. The importance of persuasion in everyday life 2. Formulating a definition 3. The dynamics of influence 4. Understanding resistance and yielding 5. Communication strategies for influencing people
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Concept of Persuasion Persuasion: effort to change us in some way by using strategies of communication.
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Persuasion is Pervasive Marketing Government Politicians Religion Education Public Health
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Persuasion and Communication Mass communication Face-to-face communication This type of persuasion is the focus of this chapter
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Formulating a Definition Linear view One-way process Transactional view Interactive exchange between parties
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Magic Bullet Message is aimed at a target Clever words Good arguments Effective appeals
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Communication Transaction Receiver plays an active role Most scholars think it works this way
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Persuasion Defined
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