COMM 318

COMM 318 - Term Definition Definition of Persuasion...

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Term: Definition of Persuasion Definition: Miller (1980) defines persuasive communication as any message that is intended to shape, reinforce, or change the responses of another, or others. Goals: Shape Reinforce Change Term: Shape Definition: Occurs when individuals possess no established pattern of response to an object/idea/event Term: Reinforce Definition: Reinforcing currently held beliefs, attitudes, or behaviors Term: Change Definition: Involves affecting another person's cognitions, attitudes, or behavior
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Term: Targets of Persuasion Definition: 1. Cognitions: Easiest of the three to influence 2. Attitudes: "A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object" (Fishbein, 1965). 3. Behavior: action Term: Sources of Attitudes Definition: 1. cognitions- thoughts and beliefs (belief broccoli is nutritious) 2. affection/emotion (appearance or taste of broccoli) 3. past behavior: ex. personal history of broccoli consumption Term: Characteristics of Attitudes Definition: 1. attitude accessibility
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