COM 100 Lecture 7 - Lecture #7: Social Influence...

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Lecture #7: Social Influence “Connecting to Persuade” 17/10/2007 14:03:00 I. Introduction A. Definition of Culture o 1. An identifiable group of people o 2. Who share behavioral patterns such as customs, rituals, language o 3. Who share cognitions such as values and beliefs B. Cultural Information is Displayed in Every Message. Persuasion is very  culturally governed. II. Motive to Connect: Persuasion A. Definition o 1. Intended messages o 2. Transmitted to arouse meanings in people o 3. To produce some change o 4. In attitudes, beliefs or behaviors. o 5. Different than informing people B. Types of Goals in Persuasion o 1. To reinforce current behavior and attitudes o 2. To promote change o 3. To stop current behavior o 4. Actual campaign might have multiple goals, e.g., health campaign to  reduce STDs that focused on abstinence and condom use. C. Goals Must Be Audience Centered o 1. Hostile Receivers a. Reduce Interference b. Get them to Listen o 2. Critical Receivers a. Create doubts b. Vocalize counter attitudes
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o 3. Uninformed Receivers a. Meet information needs b. Build credibility o 4. Sympathetic Receivers a. Reinforce commitments b. Have them give money, time
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COM 100 Lecture 7 - Lecture #7: Social Influence...

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