Persuasion-CHAPTER 6 ExamII

Persuasion-CHAPTER 6 ExamII - Persuasion Review CHAPTER 6...

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Persuasion Review Exam II CHAPTER 6                                                   WHO SAYS IT : SOURCE FACTOR OF PERSUASION   Charisma involve persuasion A certain quality of the individual personality by virtue of which he is set apart from ordinary  men treated as endowed with supernatural, superhuman, or at least exceptional powers and  qualities” – Max Weber (in Perloff, 2003, p. 151) Example: Kennedy, Martin Luther King, Adolf Hitler, - use oratory [speeches] to moved  people and appealed to their hopes and dreams charisma acknowledge the powerful influence it can have over ordinary people , yet they are easy to  identify its limits people need to believe in power  of myth and charismatic leaders charisma influence: comm sociability attractiveness power message [the words , metaphors, or nonverbal comm.] a key piece is the communicator His or her qualities the way in which these characteristics interact with the audience, can string influence  attitudes  3 fundamental communicator characteristics : Authority  frequently influence others through compliance  individuals adopt a particular behavior not because they agree with its content but they expect to gain specific  reward or approval avoid specific punishment or disapproval by conforming.  people go along with authority figurers because they hope to hope to obtain rewards  or avoid punishment Credibility  communicators by contrast influence attitudes through internalization 1
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Persuasion Review Exam II recommendations advanced by credible communicator because they are congruent  with our value and attitude Attractiveness identifications  People along with attractive speakers because they identify with them, or want to  establish a posible relationship with the communicator 2
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Persuasion Review Exam II Authority " The Eichmann Experiment"  subhuman behavior of Nazis like Adof Eichmann  light on the power that authorities hold over ordinary people, how they are able to induce individuals to obey their directives, sometimes in ways that  violate human decency Explanation: Early socialization i. people are socialized to obey authority, and they get rewarded for doing so Trapping of authority i. various aspects of experimental situations contributed to its majesty. this include: 1. status of the institutions 2. complex, expensive scientific equipment in the room 3. the experiementer's clothing ii. These trapping of authority could have serve a peripheral cues, calling up the 
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This note was uploaded on 10/26/2008 for the course COMM 350 taught by Professor Smith during the Spring '07 term at Texas A&M.

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Persuasion-CHAPTER 6 ExamII - Persuasion Review CHAPTER 6...

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