Lecture_15_F2011_

Lecture_15_F2011_ - Learning Objectives After this lecture you will be able to 1 Describe the findings in the Pen and Paper experiment 2 Describe

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Learning Objectives After this lecture you will be able to: 1. Describe the findings in the Pen and Paper experiment 2. Describe the findings in the DVD experiment 3. Based on the Theory of Visual Appeals, assess the strategies of protest organizers. Lecture 15 1. Testing the Theory of Visual Appeals A. First Experiment: Pen and Paper Experiment 1) Stimuli a) Control (1) Example 1 (2) Example 2 b) Personal (1) Example 1 (2) Example 2 c) Presidential (1) Example 1 (2) Example 2 d) Anti-war (1) Example 1 (2) Example 2 2) Treatment Groups (1) Control Group (2) Personal (3) Personal + Antiwar (4) Presidential (5) Presidential + Antiwar 3) Hypotheses a) Exposure to treatments will not affect univalents. 1
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(1) Strong supporters already strongly approve (a) Ceiling effects (2) Strong opposers already strongly disapprove (a) Floor effects b) Exposure to treatments will affect ambivalents (1) Ambivalents do not counter-argue (a) Exposures to favorable images should increase approval (b) Exposure to both:
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This note was uploaded on 03/18/2012 for the course POL SCI M141D taught by Professor Gussin during the Winter '12 term at UCLA.

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Lecture_15_F2011_ - Learning Objectives After this lecture you will be able to 1 Describe the findings in the Pen and Paper experiment 2 Describe

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