Speak confidently and fast more competent and

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Speak confidently and fast more competent and credible Perceived trustworthiness o Speech style look straight in the eye o Let the audience believes the communicator is not trying to persuade them o Argue against their own self-interest o Being willing to suffer for one’s beliefs o Speak fast more objective, intelligent and knowledgeable When we know in advance that a source is credible o Think more favorable thoughts in response to the message If we learn the source after a message generates favorable thoughts
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o High credibility strengthens our confidence in our thinking o Strengthens the persuasive impact of the message Attractiveness Having qualities that appeal to an audience An appealing communicator is most persuasive on matters of subjective preference More likely to respond to those we like and similar to Our liking may o Open us up to the communicator’s arguments central route persuasion o Trigger positive associations when we see the product later peripheral route persuasion Physical attractiveness o Arguments, especially emotional ones, when they come from people we consider beautiful more influential Similarity o Tend to like people who are like us o Influenced by them o People who act as we do, subtly mimicking our postures more influential An undiscovered factor is at work Similarity is more important given the presence of factor X Credibility is more important given the absence of factor X Factor X is whether the topic is more one of subjective preference or objective reality When the choice concerns matters of personal value similar person On judgments of fact dissimilar person more independent judgment Power o How to study Manipulate characteristic of source Measure attitude o 3 different kinds of attitude change (Kelman, 1958, 1961) Credibility internalization (lasting) Attractiveness identification (tied to source) Power compliance (tied to source) Different processes lead to different outcomes o Dissociative-cue hypothesis (Kelman & Hovland, 1953) Discounting principle vs. augmentation principle
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An attitude at any point in time is the result of Associating the message arguments with a conclusion Associating cues with a conclusion 2 types of cues A discounting cue causes a person to reject and advocacy An argumenting cue causes a person to accept a conclusion Pairing of the message arguments and message conclusion is remembered longer Than the pairing of a cue and the conclusion Increase in attitude change Not due to the message content actually increasing its effectiveness Due to the removal (dissociation) of the counteracting influence of a discounting cue o Sleeper effect (Hovland & Weiss, 1951) A delayed impact of a message that occurs when an initially discounted message becomes effective delayed persuasion
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  • Fall '16
  • Regulatory Focus Theory,  Festinger,  New position

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