Persuasion-CHAPTER 5 ExamII

Persuasion-CHAPTER 5 ExamII - Persuasion Review Exam II...

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Persuasion Review Exam II CHAPTER        5       Processing Persuasive Communication Historical Foundation  o The  Yale Attitude Change Approach   distinctive provides facts about the effects on attitude of the communicator's:  1. credibility 2. message appeal 3. audience members personality traits. learning is a component of persuasion  the more people learn and comprehend message arguments, the more  likely they are to accept to advocated positions. Communication     Message Learning      Attitude Change Attention Comprehension Learning Accepted  Retention The Cognitive Approach Persuasion people won mental reaction to a message play a critical role in the persuasion process typically a  more important role than the message itself . include thoughts that are: o  ( pro-arguments)  more favorable to the position advocated in the message o ( counter-arguments) that criticize the message    persuasion occurs : o  if the communicator induces the audience member to generate favorable cognitive  responses regarding the message People take an active role in the persuasion process.  Page 1
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Persuasion Review Exam II People own thoughts are: o arguments about a message o They are more important factor in persuasion than memory of message arguments. Communication     Message Learning     Attitude Change Pro-arguments Counterarguments Thought that: originate with the message  creatively elaborate on the message irrelevant to the  message  Forewarning: o Occurs when a persuader warns people that they will soon be exposed to a persuasive  communication. o People are warned that they are going to receive a message with which they staunchly  disagree. o forewarning an audience to express a persuasive message tends to make that message  less persuasive Distraction o off-beat persuasion effect   o facilitates persuasion by blocking the dominant cognitive response to a message Likelihood model knowledge of persuasion two limitations: o It assumed that people think carefully about message. sometimes people turn off their  minds to persuasive communication, making decision based on short-cuts. o
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Persuasion-CHAPTER 5 ExamII - Persuasion Review Exam II...

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