comm ch 8 - Chapter 8 Message Processing SO how do people...

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Chapter 8 Message Processing SO how do people process messages, then? Well, they decode messages which translates them from symbols into meaning. Much of the research focuses on persuasion Persuasion Many definitions, but to avoid confusion, here is Miller’s (Gerald) Persuasive communication: Any message that is intended to shape, reinforce, or change responses of another, or others So persuasion is a process of communicating. Successful persuasion alters or reinforces beliefs, attitudes, values, and/or action. Persuasion is NOT Coercion – that only changes actions without change in B,A,Vs. All communication – but all communication can be looked at through a persuasion lens. Boring, dull or useless Cognitive Dissonance Theory Behavior influences attitude People need consistency between attitudes and behavior, so we modify attitudes or behavior to line up. People will adjust their attitudes to match their behavior – big, juicy
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This note was uploaded on 03/27/2008 for the course COMM 305 taught by Professor Iverson during the Spring '08 term at Texas A&M.

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comm ch 8 - Chapter 8 Message Processing SO how do people...

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