7-20-11 - 7/20/11 Persuasion What is persuasion? - One...

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7/20/11 Persuasion What is persuasion? - One person attempting to induce change in the belief, attitude, or behavior in one other person (interpersonal) or a group of people (mass) - Ex.: you persuading your dad to give you money vs. TV infomercial speakers targeting millions of viewers Persuasion vs. compliance-gaining - Compliance gaining can include forcing someone to do something - Ex.: mugging someone vs. persuading someone to give you money Social Judgment Theory (1) - You have a statement or msg and you accept it or reject it based on your cognitive map - You accept or reject a msg based on one’s own ego-involvement and if it falls within their latitude of acceptance - 3 zones in which you can accept or reject specific msgs or attitudes o 1. Latitude of acceptance Where people place attitudes they consider acceptable o 2. Latitude of rejection Where individuals place attitudes they consider unacceptable o 3. Latitude of non-commitment Where people place attitudes they find neither acceptable nor rejectable Cognitive Dissonance Theory (2) - Humans often having conflicting beliefs with actions they take, or other beliefs they have
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7-20-11 - 7/20/11 Persuasion What is persuasion? - One...

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