As we remember the message but forget the reason for

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As we remember the message but forget the reason for discounting it A delayed increase of the effect of a message that is accompanied by a discounting cue Immediate effect of source credibility lost over time Decay consistent with memory emphasis If a credible person’s message is persuasive Its impact may face as its source is forgotten or dissociated from the message Message from the source that is with low credibility can lead to larger degree of persuasion over time If people remember the message better than the reason for discounting it Occurs because a discounting cue is dissociated from the message conclusion by the passage of time Remaining (more slowly decaying) association between message arguments and message conclusion process what appears to be an awakening of attitude change - What (the message content) o Is it best to present your message first or second? Gap between messages When the decision is made o Reason vs emotion Depends on the audience Well-educated or analytical people are responsive to rational appeals central route
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Uninterested audiences are more affected by their liking of the communicator peripheral route Matters how people’s attitudes were formed When people’s initial attitudes are formed primarily through emotion more persuaded by later emotional appeals When their initial attitudes are formed primarily through reason more persuaded by later intellectual arguments New emotions may sway an emotion-based attitude To change an information-based attitude more information may be needed Effect of good feelings Messages become more persuasive through association with good feelings Food feelings often enhance persuasion o Enhancing positive thinking o Linking good feelings with the message People who are in a good mood o View the world through rose-colored glasses o Make faster, more impulsive decisions o Rely more on peripheral cues Unhappy people o Ruminate more before reacting o Less easily swayed by weak arguments o Produce more cogent persuasive messages Effect of arousing fear Messages can be effective by evoking negative emotions The more frightened and vulnerable people feel the more they respond Fear-arousing communications have been used to increase people’s detection behaviors Fear-framed messages work better when trying to prevent a bad outcome than when trying to promote a good outcome Playing on fear won’t always make a message more potent o When the fear pertains to a pleasurable activity result often is not behavioral change but denial (Aronson, 1997) o Aren’t told how to avoid the danger o Frightening messages can be overwhelming Fear-arousing messages are more effective o If they lead people not only to fear the severity and likelihood of a threatened event
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o To perceive a solution and feel capable of implementing it Vivid propaganda often exploits fears
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  • Fall '16
  • Regulatory Focus Theory,  Festinger,  New position

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