CHAPTER 9 - CHAPTER 9 Structuring and Ordering Messages...

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CHAPTER 9 Structuring and Ordering Messages Implicit and explicit conclusions o Explicit conclusion - any claim that is made in a message is directly stated by the person sending the message May work best when receivers are uninvolved or unable to draw their own conclusions Ex: o Implicit conclusion - allows persuaders to reach their own conclusions, without being told what to do or believe More subtle May work best when receivers are involved and intelligent enough to draw their own conclusions Ex: Page 195 in the text Gain-framed vs loss-framed messages o Gain-framed - emphasize the positive, what they could gain from doing what you want them to do “You could get rich on this investment opportunity” o Loss-framed- emphasize the negative, what they could lose from doing what you want them to do “You could lose everything you own” o In general, loss-framed messages are more effective. o People are generally risk aversive Quality of quantity of arguments o For receivers with low involvement, it is the quantity of arguments that counts o For receivers with high involvement, it is the quality of arguments that matters Evidence and proof o Evidence use almost always facilitates persuasion Examples: narratives, personal anecdotes, stats, quotes, graphs, charts o Quantity of evidence matters more when receivers have low involvement o Quality matters more when receivers have high involvement o Is statistical proof more effective than anecdotal (narrative) proof?

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