Ch 5 Attitudes part 2

Ch 5 Attitudes part 2 - CH5ATTITUDESPART2 Whosource...

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CH 5 ATTITUDES PART 2 The Fine Art of Persuasion
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HOW ATTITUDES ARE CHANGED Efforts to change others’ attitudes through the  use of various kinds of messages Three components of persuasion “Who” – source “Says what” - message “To whom” - audience
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  ARISTOTLE Rhetoric  3 components of the persuasive process  speaker, subject of the speech and hearer  3 elements necessary to persuade an audience  Emotional appeal (pathos) Intellectual appeal (logos) Charisma (ethos)
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 COMMUNICATORS, MESSENGERS,  AUDIENCE Communicators who are credible Expertise Trustworthiness Communicators who are attractive in some way Messages that do not appear to be designed to  change our attitudes are more successful than  those that seem to be designed to achieve this  goal Reason vs Emotion
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    Fear   appeals   attempt to change  people’s behaviors  by use of a message  that is fear-inducing Don’t Drink and Drive!!
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Ch 5 Attitudes part 2 - CH5ATTITUDESPART2 Whosource...

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