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Persuasion Week 4 Lecture Notes

by: Nina Goad

Persuasion Week 4 Lecture Notes PSY 4390

Marketplace > Middle Tennessee State University > Psychlogy > PSY 4390 > Persuasion Week 4 Lecture Notes
Nina Goad
GPA 3.9

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About this Document

These notes cover the topics included in lecture on 2/9 and 2/11.
Persuasion (Honors)
Dr John Pennington
Class Notes
Sticky messages, Testimonials, Audience Characteristics, Latitude of acceptance, Latitude of rejection, Hovland
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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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