Second Half Lectures

Second Half Lectures - COM 100 Human Communication 100...

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COM 100 10/03/2008 11:52:00 Human Communication 100 Midterm: Wednesday, February 27, 2008 o During Recitation Lecture – Social Influence Connecting to Persuade o Introduction Definition of Culture An identifiably group of people Who share behavioral patterns Such as customs, rituals, language and who share  cognitions such as values and beliefs Cultural information is displayed in every message.  Persuasion is very culturally governed. Motive to Connect o Definition of Persuasion Intended messages Transmitted to arouse meanings in people To produce some change in attitudes, beliefs or  behaviors Different than informing people o Types of Goals in Persuasion To reinforce current behaviors and attitudes To promote change
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To stop current behavior Actual campaign might have multiple goals Health campaign on abstinence and condom use Goals must be audience centers Hostile receivers Reduce interference Get them to listen Critical receivers Create doubts Vocalize counter attitudes Uninformed receivers Meet information needs Build credibility Sympathetic receivers reinforce commitments have them give money, time o Six Ways to Influence Reciprocity: people repay in kind Give what you want to receive Control your communication Consistency: people align with their clear commitments
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Make their commitments active Also, public and voluntary Social Proof: Power of consensus Use peer power when available Testimonials of trusted others Liking: people like those who like them Uncover real similarities Offer genuine praise Authority Expose your expertise Don’t assume it’s self-evident Scarcity: people want more of what they can have less of
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Second Half Lectures - COM 100 Human Communication 100...

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