November_18

November_18 - COM 318 Message sidedness and Truisms Whats a...

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18-Nov-09 Message sidedness and Truisms What’s a cultural truism? o Brushing teeth is deemed culturally significant/necessary without any real debate Effect on cultural truism o Refutational treatments most effective Effect on non-truisms o Supportive and refutational treatments were about equal in effect How can I get people to resist being persuaded by the other side? Inoculation theory uses a biological metaphor: o Give people a weakened “dose” of what the other side will say o Cannot provide “full strength” argument o Like a vaccination, this creates resistance Supportive strategy o Provide people with reasons to continue believing what they already do The greatest resistance is seen when both strategies are used together AND there is a bit of a time delay so people can form their own counterarguments. Scarcity Limited supply with competition The effect of scarcity Scarcity has been considered a weapon of mass influence We are more motivated by the prospect of losing something than we are by the prospect of losing something than we are by the prospect of gaining something of equal value. o
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This note was uploaded on 04/11/2011 for the course COM 310 taught by Professor Susanmorgan during the Fall '09 term at BYU.

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November_18 - COM 318 Message sidedness and Truisms Whats a...

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