Chapter_7_Power_Point

Recency eects are less common than primacy eects what

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Unformatted text preview: the message; if the audience is unaware of opposing arguments, it is unlikely later to consider the opposition What Are the Elements of Persuasion? What Is Said? The Message Content Primacy versus recency Primacy effect Other things being equal, information presented first usually has the most influence Recency effect Information presented last sometimes has the most influence. Recency effects are less common than primacy effects What Are the Elements of Persuasion? How Is It Said? The Channel of Communication Active experience or passive reception? Active experience strengthens attitudes Repetition and rhyming of a statement serves to increase its fluency and believability What Are the Elements of Persuasion? How Is It Said? The Channel of Communication Personal versus media influence Media influence: The two- step flow Proce...
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