Chapters 19 & 20

Chapters 19 & 20 - Chapters 19 and 20 Persuasion is...

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Unformatted text preview: Chapters 19 and 20 Persuasion is defined as the process of changing or reinforcing attitudes, beliefs, and values. Attitudes are learned predisposition to respond favorably or unfavorably toward something and are the easiest to change. Beliefs are things that you understand to be true or false and are usually based on evidence. Values are enduring concepts of right or wrong, good or bad, and are the most difficult to change. This theory suggests that there are two ways a person can be persuaded: Directly, by logic, reasoning, arguments and evidence presented Indirectly, by peripheral strategies Aristotle believed that in addition to logical persuasive strategies, people can be persuaded by ethos and pathos. Motivation is defined as the internal force that drives people to achieve their goals. Ways to motivate listeners include: Using dissonance Cognitive dissonance Using listener needs Maslows Hierarchy of Needs Positive and negative motivation Consider the audience Select and narrow the topic Controversial issues Use the media and internet Determine your purpose Social judgment theory Latitude of acceptance, latitude of rejection, latitude of noncommitment...
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This note was uploaded on 02/15/2011 for the course SPC 2608 taught by Professor Eseke during the Spring '09 term at University of Florida.

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Chapters 19 & 20 - Chapters 19 and 20 Persuasion is...

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