Persuasion Week 4 Lecture Notes
Persuasion Week 4 Lecture Notes PSY 4390
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This 2 page Class Notes was uploaded by Nina Goad on Friday February 19, 2016. The Class Notes belongs to PSY 4390 at Middle Tennessee State University taught by Dr John Pennington in Winter 2016. Since its upload, it has received 18 views. For similar materials see Persuasion (Honors) in Psychlogy at Middle Tennessee State University.
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Date Created: 02/19/16
Persuasion Week 4 Lecture Notes 2/9/16 & 2/11/16: 2/9/16: These notes are in continuation of the analysis of “sticky messages” and “S.U.C.C.E.S. (s).” The first C stands for Concrete, which means the use of specific and tangible sights, sounds, and wording in your messages. The second C stands for credible which means the use of vivid details and human scale statistics in your message to make it more believable. The use of detail serves as a proxy for communicator expertise. Human scale statistics mean to put in hard to interpret numbers into scales that normal people understand and can visualize easily. Credible messages also allow the target audience to test the claim, such as in “The Darth Vader toothbrush study.” The E stands for emotional which means making people care about your messages through eliciting powerful emotions. This includes pointing out selfinterest of WIFY (What’s In It For You). The last S stands for Stories which means the use of storytelling as the ideal format for conveying all the other characteristics of sticky messages. 2/11/16: Testimonials are also a form of stories. Hovland’s research concluded that persuasion often depends on the extremity of the target audience’s preexisting attitude which exemplifies Hovland’s study of audience characteristics or the WHOM in WHO says WHAT to WHOM. Hovland described this audience characteristic with the terms latitude of acceptance and rejection which mean the range of ideas one is willing to agree with and the range of ideas one will not agree with, respectively. As these latitudes are exemplified on a theoretical graph, the latitude of acceptance ends where the latitude of rejection begins. Hovland also found that the more extreme the beliefs held by a person, the smaller the person’s latitude of acceptance and larger his/her latitude of rejection is.
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