How should the argument be presented to maximize its

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What Makes an Effective Message? - how should the argument be presented to maximize its strength - are longer messages better? - if peripheral, the longer the message, the more valid it must be - ex. two students get up for election speeches and you are on facebook and one student gets up for 15 mins and the other gets up for 1... you will assume that the one who spoke for 15 mins had much more to say and you are more persuaded by them. - if central, message length is a two-edged sword - more complicated... 215: Feb 17th, 2011
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- if you have a longer message, it will remind them of things that are not consistent in your argument and you may have redundancy in your message. once your audience hears redundancy, the persuasiveness drops. - does presentation order matter? - literature tells us that we want to be first! - Primacy vs Recency -if one presents today and one presents next week; you want to be the last person -when there is a significant lapse in time between 2 messages, it is the message that was heard most recently that will have the most influence (time eroded memory of message 1) Easy-to-Understand Messages -some messages are complex and some are simple. in delivering message you can chose your median (audio, video taped, live) - the easier the message, video taped material is most persuasive and written material will be the least -if you have a complicated message with many layers and a lot of information, written material is superior. - this is because you can re-read and edit the information in there and how you want to portray it (you can pace yourself) Class Campaign - trying to do an add campaign trying to get students to come to class - we could threaten people, we could tell them that a celebrity will be there 215: Feb 17th, 2011
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  • Winter '11
  • Sullivan
  • Social Psychology, Regulatory Focus Theory, central route, positive associations

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