Com 325 exam 1 study guide

Com 325 exam 1 study guide - Com 325 Exam 1 -Aristotles...

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Com 325 Exam 1 -Aristotle’s basic tenets of persuasion Ethos: The credibility of the orator Logos: The orator’s speech Pathos: Appeal to the emotions of the audience -Goals of persuasion 1) Focus on attitudes and behaviors 2) Attempt to change attitudes/behaviors 3) Create new attitudes/behaviors Why we study it Instrumental: learning can make you a much better persuader Knowledge/Awareness: Enhances awareness of persuasion attempt Defense: By studying how attempts succeed/fail we can discern strategies better Debunking: Learn the truth about persuasion techniques. Helps us avoid them. -Definition of persuasion (pure and borderline) Pure: Interpersonal, intentional, symbolic, non-coerchive, has effects Borderline: Non-symbolic, INTRApersonal, unintentional, coercive, no effects. -What is click whirr? Click: Stimuli that produce an automatic, fixed response Whirr: The Automatic, fixed response caused by the Click. -ELM and HSM…routes to persuasion and what determines route taken ELM: Central Route: Engaging in act, using cognitive effort. Determined by Involvement, Motivation, Need for cognition, and Ability. Good for long-term memory. 1
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Peripheral Route: Relies on Cues, more automatic than central route. Determined by Involvement, Motivation, Need for cognition, and Ability. Good for Short-term memory. Parallel Processing: Using both the central/peripheral routes at the same time. Heuristic Systematic Model: Systematic: essentially the same as the central route. Heuristic: Similar to peripheral route, relies on cues. ---Depends on 1) motivation 2) ability 3) Heuristic cues--- Sufficiency principle: we only look for enough info to make a decision, then stop. -Definition of attitudes: A learned predisposition to respond favorably or unfavorably toward an attitude object. They are learned not innate, precede actions, represent favorable or unfavorable evaluations, and are focused on attitude objects. -Measurement styles 1) Likert Scales 2) Visually orientated 3) Semantic Differential Scales (opposite words) Non-Convention ways: 1) Appearances 2) Behaviors 3) Associations 4) Physiological -Theory of Reasoned Action (TRA) Attitudes drive behavior more than subjective norms. Attitudes formed by the central route are more predictive of behavior. Ways to change behavioral intent and behavior: change the attitude component, change subjective norm component, change the weight of relevance. 2
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TPB…constructs and structure TPB: Adds bubble of perceived behavioral control -Consonance v. dissonance Consonance: Two or more cognitive elements “go together” or support one another. Dissonance: Two cognitive elements seemingly oppose one another; they don’t logically fit. Greater they oppose one another the greater the cognitive dissonance. Methods of mantianing consistency
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Com 325 exam 1 study guide - Com 325 Exam 1 -Aristotles...

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