29 March 2010 lecture

29 March 2010 lecture - 29March2010 Persuasion...

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29 March 2010 29/03/2010 09:01:00 Persuasion Intended Effects: most persuasive messages are intentionally designed to  have effects Unintended effects: BUT, persuasive messages can also have unintended  effects, and sometimes those unintended effects are larger and opposite of  intended effect Argument and Cognition: Some persuasive messages are designed to affect  attitudes and behaviors by changing knowledge and understanding Alternative: BUT some messages work through alternative channels such as  emotion and priming  Attitudes as  Mediator Attitude: “abstract evaluation of an object” (Chaiken et al. 1996) Messages Attitude Behavior Some Theories of Persuasion Hovland: Persuasion involves three steps. Audience must: 1) listen, 2)  comprehend, and 3) accept message McGuire’s Communication/Persuasion Matrix Model: Input (controlled by  communicator) and output (controlled by audience) variables determine  persuasion Cognitive Response Theory: Audience’s memory of message affects  outcomes Elaboration Likelihood model (ELM) Theory of Reasoned Action (TRA) Media Priming Theory Elaboration Likelihood Model (ELM) Petty and Cacioppo (1981, 1986) Two routes to persuasion based on the likelihood of a person to elaborate  cognitively about message. 1. Central route/ High likelihood for elaboration: Requires much cognitive  effort to evaluate the merit of the argument 2. Peripheral route/ Low likelihood for elaboration: Simple cues allow  favorable or unfavorable attitude formation even in the absence of effortful  consideration of argument
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This note was uploaded on 10/21/2011 for the course COMM 125 taught by Professor Chompsky during the Spring '08 term at UPenn.

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29 March 2010 lecture - 29March2010 Persuasion...

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