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Unformatted text preview: Chapter 7 Persuasion True or False?
1. Fear-arousing messages are generally ineffective. 2. Speakers who talk fast are viewed as less credible than those who talk with occasional hesitation. 3. In research to date, messages that acknowledge opposing arguments are always more effective than messages which are one-sided. 4. In a debate, it is usually advantageous to be the last to present your side of the issue. 5. Peoples' attitudes change considerably during adulthood. Chapter 7 Persuasion Persuasion: the process by which people's minds are changed. Chapter 7 Persuasion Persuasion can occur consciously, with our consent. Q: What is the most effective commercial you've seen lately? Why is it effective? Chapter 7 Persuasion Or, persuasion can occur nonconsciously, without our knowledge. Two basic routes to persuasion: Central (use systematic arguments, engage thought) Two basic routes to persuasion: Peripheral (use appealing "hooks," bypass thought). Two basic routes to persuasion: Two basic routes to persuasion: Two basic routes to persuasion: Two basic routes to persuasion: Can also have mixed cases, where both routes are being used. What type(s) of persuasion are used in your pair's commercial? Q: Which is better, central or peripheral? Q: Which is better, central or peripheral? A: It depends. Q: Which is better, central or peripheral? Central routes are better for thoughtful, involved audiences. Q: Which is better, central or peripheral? Peripheral routes are better for disinterested audiences. Four influences on persuasion: 1.Who (the source), 2.What (the message), 3.How (the medium), 4.Who's listening (the audience). Four influences on persuasion: WHO: A communicator's credibility is higher when s/he talks fast and directly, and makes eye contact. WHO: Being thought an expert and being attractive also helps. WHAT: Messages evoking good feelings or fear can help. WHAT: Classical conditioning: By associating X and Y, feelings about X transfer to Y. WHAT: Acknowledging both sides works best if listener is initially opposed. WHAT: WHAT: Going first helps (a primacy effect). WHAT: But, if there is a delay, going last can be better (a recency effect). WHAT: HOW: Channel of communication matters (written, audio, video, live). HOW: More lifelike channels tend to be more persuasive. HOW: HOW: But written channel is best for complex messages HOW: HOW: Thus, medium-type interacts with message-difficulty to predict persuasion. (In real life, almost all "main effects" are qualified by "interactions.") TO WHOM: The young are more easily persuaded. TO WHOM: So are distracted, uninterested, or unprepared audiences. Assignment: Think up an ad campaign to persuade Missouri high school students to come to MU. ...
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This note was uploaded on 02/06/2012 for the course COMM 1200 taught by Professor Hockman during the Spring '07 term at Missouri (Mizzou).
- Spring '07