Lecture8+Persuasion+1_CT

Lecture8+Persuasion+1_CT - Persuasion PersuasionResearch...

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Persuasion
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Persuasion Research Examines the process of  attitude formation  and change  in audience members and the  modification of behavior  upon attitude  change Intended effects Persuasion is at the heart of understanding  many media effects Political persuasion Product advertising Pro-social marketing 
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Why Attitude? Attitudes People’s  general predispositions  to evaluate other people,  objects, and issues favorably or unfavorably Likes/dislikes An important assumption in persuasion research Persuasive message   attitude behavior A person’s attitude is an important  mediating  variable  (i.e. mediator) between exposure to new  information and behavioral change.
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Theoretical Approaches to  Persuasion Communication/Persuasion Matrix  Model of Media Effects (McGuire) Cognitive Response Theory Elaboration Likelihood Model (ELM) specifically in advertising 
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Lecture8+Persuasion+1_CT - Persuasion PersuasionResearch...

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