Social Influence - Lecture 7: Social Influence Monday,...

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Monday, February 25, 2008 12:40 PM 1. Introduction A. Definition of culture 1. An identifiable group of people 2. Who share behavioral patterns such as customs, rituals, language 3. Who share cognition such as values and beliefs B. Cultural information is displayed in every message. Persuasion is very culturally  governed. 2. Motive to Connect: persuasion A. Definition 1. Intended messages 2. Transmitted to arouse meanings in people 3. To produce some change 4. In attitudes, beliefs or behaviors. 5. Different than informing people B. Types of goals in persuasion 1. To reinforce current behavior and attitudes 2. To promote change 3. To stop current behavior 4. Actual campaign might have  multiple goals, e. g., health campaign to  reduce STDs that focused on abstinence and condom use C. Goals must be audience centered 1. Hostile receivers a. Reduce interference b. Get them to listen 2. Critical receivers a. Create doubts b. Vocalize counter attitudes 3. Uniformed receivers a. Meet information needs b. Build credibility 4. Sympathetic receivers a. Reinforce commitments
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Social Influence - Lecture 7: Social Influence Monday,...

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