Com 325 Most effective message ordering strategies

Com 325 Most effective message ordering strategies -...

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-Most effective message ordering strategies – e.g., primacy, recency Primacy: first thing one hears is most persuasive in a persuasive message. Better if info. Is relevant and interesting. More effective when there is a time delay after both messages. Recency: Last thing one hears is most persuasive. Better if info is irrelevant or not interesting. More effective when there is a time delay between messages. Chunked messages: Primacy effect in high-involvement, Recency in Low involvement. Unchunked messages: high involvement = recency, Primacy= low involvement. -Inoculation theory basics and connection to medical field Inoculation theory: Prevent the effectiveness of another’s argument by “inoculating” your audience with weak forms of their argument and addressing them. ( provides the most
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Unformatted text preview: resistance to a persuasive message) Problem: You can “inoculate” people too much. (I.E. DARE programs that show kids and tell kids about drugs may make them curious about them)-One sided v. two sided messages – effectiveness 1-sided message: presenting arguments in favor of a single proposition. ( Buy this Car) Better at persuading people with a low-level of education, more effective than non-refutted 2-sided messages. Better for persuading people who initially agreed with the proposition. 2-sided message: Presents arguments in favor of one proposition and considers opposing arguments as well. (Buy this car, rather than this car because…) Better at persuading higher educated people, and if they are refutted....
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This note was uploaded on 04/18/2011 for the course COM 325 taught by Professor M.braz&s.smith during the Summer '08 term at Michigan State University.

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