persuasion class STRC 2112
Popular in Strategies and Tactics of Persuasion
Popular in Strategic Communication
This 2 page Class Notes was uploaded by Michelle Goldsborough on Wednesday September 21, 2016. The Class Notes belongs to STRC 2112 at Temple University taught by Abbe Depretis in Fall 2016. Since its upload, it has received 27 views. For similar materials see Strategies and Tactics of Persuasion in Strategic Communication at Temple University.
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Date Created: 09/21/16
Persuasion Week 4, Lecture 2 Single Variable Perspective/Yale communication Model Source Effects: Yale researchers conduced a credibility study o The effect of speaker credibility was important. Where did you hear the information? o The sleeper effect- over time the source of the message and the message itself become separated. We forget where we heard if from Dimension of course credibility- the three c’s of ethos o Expertise: credibility o Trustworthiness: character o Attractiveness: Charisma-attractive people get attention Message Effects o Primacy-Recency effects: primacy: info before, recency, -info last o Message bias and two sided arguments Would it be better to give your side or both sides? It’s better to give both sides and than persuade the audience to choose your side o Biased information processing: we interpret favoritism. We will seek the information that is agreeable to what we already think and know. Ex: if we don’t like a particular genre of music you won’t seek it out. Ex: Liberals watch CNN and conservatives watch Fox o Inoculation: warning people about potentially damaging information that will probably happen in the future by exposing them to weaker versions of the dangers they will encounter in the future (Ch. 4, pg 110) Like a flue shot, your vaccines expose you to a small dose of the disease so when the actual disease comes around you can fight it off o The influence of mood and affect on biased processing: the mood your in affects how you are influenced The book says: you will process things centrally when you are neutral or sad. When your happy, you are more likely to process things peripherally-buying something expensive When you have high or low self esteem you are less likely to be persuaded than if it’s neutral Fear and Drive Reduction Inducing fear continues to be one of the most studied tactics in persuasion research Boomerang effect: your exposed to things like songs on the radio and than after awhile you get sick of it. It deals with fear as well - we only like to be exposed to fear till a certain point. You don’t want to scare people too much or it will have the opposite affect Fear appeals: coping with fear internally- take a zanex on a plane Danger appeal is outward: affective to get people to do something like go out and vote for the next president- you can do something about the fear Defensive Avoidance (Fear Appeal v. Danger Appeal)
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