O'Keefe Chap 1

O'Keefe Chap 1 - CMN 152 Intro to Persuasion Theory...

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CMN 152 Intro to Persuasion Theory- generalizations about the world; context independent. Allow you to explain and predict what is going on in the world. Conceptual and observational worlds Construct Label for something not directly perceivable that is nevertheless adopted for scientific inquiry (lonely, attitude- all labels. Words to use to define this notation) You can not measure and it is not tangible. Conceptual definition The process of defining constructs verbally with other constructs (Self esteem- construct) How one feels about one’s self is the conceptual definition. The definition of the construct. (Loneliness (Construct)- state of feeling alone(Conceptual)) Propositions Statement of relationship among constructs specifying how we think constructs are related (People who are narcissistic have an inflated sense of self) test relationships between people who are narcissist tend to be verbally aggressive. 2 concepts: narcissist and verbal aggression and talking about how these concepts are related. Source Persuasion Credibility Attitude Change -Perception of a source and trustworthy and expertise. - Source credibility is positively related to persuasion. Theory A set of logically related propositions that provide some unifying explanatory mechanism and predict some probable future outcomes (explains and predicts: can understand why some phenomenon is occurring and when and how it is happening if you know certain factors) Propositions do not contract each other. Similarities are a way to predict communication. Predict some probable outcome.
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World of ideas Construct A proposition Construct B Real World Variable A hypothesis Variable B -Variables are measurable constructs (ex: self esteem—self esteem survey) -Way to transferring these constructs into something we can observe. -Can test a proposition by hypothesis. - Hypothesis- relationship between and among variables. -Measurement of attitude (major way of documenting persuasion) - To explain what is happening in the real world, there but be real world events. Theory- Criteria of a productive/useful theory Falsifiable- can construct empirical test to demonstrate when a claim does not hold. Parsimonious- good theories are simple and not overly complicated. Internally consistent- propositions do not contradict each other. Issue of logic. Specifies its relevant constructs and how they are measured- Not all theories explicitly state how the constructs are measured. Some do and some don’t. Explains data better than existing theories on the same topic- resistance to persuasion. Agrees with existing theories about related topics- Generates new insights about the topic- gives people ideas about how to approach the topic that have not been investigated before. Defining Persuasion
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O'Keefe Chap 1 - CMN 152 Intro to Persuasion Theory...

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