Noteshells08 - Attitude Change Persuasion 1 Outline...

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1 1 Attitude Change: Persuasion 2 Outline Persuasion Communications models Source Factors Message Factors Elaboration Likelihood Model 3 Persuasion An active attempt to change attitudes. Often involves attempts to change… Cognition Affect …with the goal of then changing behavior.
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2 4 Communications Model: Who says what to whom, and where? Source Message Medium Recipient 5 Source factors: Credibility Characteristics of a credible source: Expertise, trustworthiness, objectivity Sources typically have expertise in only a few domains. LeBron James talking about Nike… good LeBron James giving medical advice… less good 6 Source factors: Credibility More credible sources are generally more influential Example: New York Times vs. Daily News Example: How much do you agree…: “But it so happened, in all ages of the world, that some have labored, and others have, without labor, enjoyed a large proportion of the fruits. This is wrong and it should not continue!”
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3 7 Source factors: Credibility But non-credible sources
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This note was uploaded on 06/05/2011 for the course MAR 3503 taught by Professor Cohen during the Fall '08 term at University of Florida.

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Noteshells08 - Attitude Change Persuasion 1 Outline...

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