persuasion lec

persuasion lec - Defining Persuasion- any comm involving a...

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Defining Persuasion- any comm involving a message intended to change, shape, or reinforce the response of another (Miller, 1980) 2 components/ forms of response: attitude (thought), behavior (action) Implies 3 sub-processes of persuasion 1. Response-changing- message/ comm intended to alter an existing response 2. Reinforcing- comm intended to maintain or strengthen an existing response 3. Shaping- comm intended to create a desired response when there is no pre-existing response Associated with situations that can be considered new (in a relative sense) Practical considerations: levels of persuasion Practically we can define 2 levels of persuasion: Micro- interpersonal (dyadic), ex. Face to face, impression management Macro- mass level paradigms, ex. Advertising, public health campaigns Differences between levels:
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persuasion lec - Defining Persuasion- any comm involving a...

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