November_16

November_16 - COM 318 How to persuade. Should I tell them...

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COM 318 16-Nov-09 How to persuade. Should I tell them what to do? There is often a choice at the end of an ad or an argument about whether to tell people what to do (explicit conclusion) or to let them “fill in the blank” (implicit conclusion) Explicit conclusions may work best if receiver is uninvolved or unable to draw own conclusion (i.e. using the peripheral route in ELM). Implicit conclusions may work best when receivers are highly involved and intelligent enough to draw their own conclusions o This strategy works best for people who are high in Need for Cognition How many arguments do I need? People who don’t care too much about the topic (Low Involvement) are unlikely to scrutinize messages and are more persuaded by lots of arguments, regardless of the content. o The number of arguments acts peripheral cue. It’s not the content that counts, just the mere number People who are highly involved with the topic are more persuaded by fewer but higher quality arguments Use of evidence To be effective in persuading people, the evidence you use must be new to
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November_16 - COM 318 How to persuade. Should I tell them...

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