Communication in Society
Communication in Society COMM 200
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This 81 page Class Notes was uploaded by Madisyn Pfannerstill on Monday September 21, 2015. The Class Notes belongs to COMM 200 at Ohio State University taught by Erik Nisbet in Fall. Since its upload, it has received 29 views. For similar materials see /class/209988/comm-200-ohio-state-university in Communication at Ohio State University.
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Date Created: 09/21/15
Social Influence Cognitive Dissonance Theory Social Judgment Theory Elaboration Likelihood Model Cognitive Dissonance Theory Leon Festinger Cognitive Dissonance Theory Leon Festinger General Idea Examples of Dissonance H1 Selective Exposure Prevents Dissonance H2 Postdecision Dissonance Creates Need for Reassurance H3 Minimal Justification Induces Attitude Shift 120 Experiment Dissonance and Attitude Change Dissonance and Attitude Change Alternative Theory Social Judgment Theory Social Judgment Theory Sherif Latitudes Zones of Evaluation The Judgmental Continuum The Judgmental Continuum The Judgmental Continuum Judgmental Distortions Implications of Judgment Continuum amp Distortions The Judgmental Continuum The Judgmental Continuum EgoInvolvement Low EgoInvolvement High EgoInvolvement Implications of High Ego Involvement Example Boomerang Effects Climate Change Practical Implications Elaboration Likelihood Model Elaboration Likelihood Model ELM Petty Elaboration Defined A Dual Process Model Two Routes to Persuasion 1 Central Route Two Routes to Persuasion 2 Peripheral Route What Determines Elaboration Likelihood Measuring Need for Cognition Strongly Disagree to Strongly Agree ELM Slightly Simplified ELM Central Route ELM Peripheral Route ELM Peripheral Route Comm 200 Announcements III Switched Today and Tuesday s topics I TodayELM III Quiz 5 will close on Wednesday at 10pm III It covers family communication and Thursday s topics dissonance and social judgment New Extra Credit Opportunity III Online Survey 1 I You received an email that includes the link to the questionnaire sent out late today I The link is your private invitation to take the survey and shouldn t be forwarded to anyone else As soon as you have got the email you can start immediately I Takes about 20 minutes Social Influence Cognitive Dissonance Theory Social Judgment Theory Elaboration Likelihood Model Elaboration Likelihood Model Elaboration Likelihood Model ELM Prof Richard Petty at OSU III Main Idea Messages don t persuade us Rather they act as a catalyst for selfpersuasion III There are are two routes to persuasion Le a dual process model that influence the strength of persuasion outcomes Elaboration Defined III The extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication A Dual Process Model III Recognizes that persuasion doesn t happen in just one way depends on person context message III Helps unite thinking and non thinkingquot theories of persuasion Two Routes to Persuasion 1 Central Route III Central route I When elaboration likelihood is relatively high I Cognitive Responses CRsour cognitive reactions to the message I Positive I Negative I Emphasis on strong message arguments l Strong Argument Positive CRs I Weak Arguments Negative CRs I Persuasion is a function of valence amp number of CR5 l Informationrich ads like Toyota A ports car for the price 013 sporty can 39 imahcm39y w l 1 Luquot Llch39 alxlcu It Ifh cn39lp ms quotrL purl Inf 9 Imus Hal ul39 stun men gt H rl gun Hill ulhi IL But will vrlon L mam Llwm lczn n H39 rumnu isn39t at I 1r hrgin wi l39l n u l39l American Motors 3395 AMX an iI 39 rl mn39 w h Hum u 3 1 H An N l tunnn 1 1 L w I r a L 4 mm A 1 n u mm mm y v L Auq v gw Hrm va u i w u 2 m h r u u u 324x i lfiv aw vfi America s bestselling pickups Ford gig FordPiCkugs are America s Miquot best sellers year after m dquot 3985 Choices for the fu size F Series include hightorque V85 big as 75L and mighty 69L diesel 2331 15 End mt mum tmlr 39 LJm b quzk mspclnw mumg aim mxk nulpul m an un Wu 15ml 1 ranr r m T L r 5 Bl F L ll39nr wnh 2 1 J H AVquot 1 I3 I39 0 ll l w My Fun Pickup amp Me 39 IE mIazmxxxzunwmlum w Tn 111nm n u Ivy Ilnru A I nurlumnl imminnhscrumzu ml39n m 3A 11g men1m quotmph hm 1 My mum court5quot of wwwjavelina mx com Two Routes to Persuasion 2 Peripheral Route III Peripheral route I When elaboration likelihood is relatively low I We look for factors peripheral to the message s content I Emphasis on simple decision rules mental shortcuts called heuristic cuesquot Reciprocation Consistency Social proof Liking Authority Scarcity l Persuasion is a function of the valence of the peripheral cue EIEIEIEIEIEI WEEH SL me hrs A lertedmr un Dream Emmy WE39RE JUST FIE EH EITED HE n EIU 3 Jill15 bugs fast YOUR MOTHER WILL PROBABLY REFUSE TO RIDE IN IT If you ve wanted antte 39 x smce ou werea kld 2 1 M f you ve wgited long enh w dw Buildinga betterwaytn seethe More than a million altnet39s man than a million friends Jeep The resfare jus social climbers f Ah 1 Political Persuasion III Peripheral cues can also be used in Dolitical persuasion What Determines Elaboration LikelihoodRoute III Motivation I Is there incentive to process the l message 4 1 quot III High importance 6 III Personal Relevance or NFC III Mood III Ability 1 I Do we have the capability to process y the message III Distractions III Inherent abilities III Prior Knowledge Measuring Need for Cognition Strongly Disagree to Strongly Agree III I prefer complex to simple problems III Thinking is not my idea of fun III I like tasks that require little thought once I ve learned them III I would rather do something that requires little thought than something that is sure to challenge my thinking abilities III Learning new ways to think doesn t excite me much ELM Slightly Simplified I Motivated to Process I Iquot Yes I Peripheral Cues I Ability to Process I 70 Yes 1 I Cognitive Processing INeutral No yes F M Case Caaggra 5 gggvorable Strong Positive Strong Negative No Weak Attitude Attitude Attitude Attitude Change Change Change Change ELM Central Route I Motivated to Process I Yes 1 I Ability to Process I Yes 1 I Cognitive Processing INeutral F M Case Caaggra 5 291 vorable Strong Positive Strong Negative No Attitude Attitude Attitude Change Change Change ELM Peripheral Route I Motivated to Process I Iquot Peripheral Cues No No Weak Attitude Attitude Change Change ELM Peripheral Route I Motivated to Process I Yes 1 Peripheral Cues I Ability to Process I 70 No Weak Attitude Attitude Change Change Central vs Peripheral III High ability amp High motivation central processing III Any other combination peripheral processing III The distinction between central and peripheral processing is NOT how much information you process RATHER it is what you process I Central Route Arguments I Peripheral Cues Effects of Central Processing III Positive CRs strong arguments attitude change I attitude is resistant l attitude predicts behavior III Negative CRs weak arguments no attitude change or boomerang III Neutral CRs no attitude change or look for a peripheral cue Effects of Peripheral Processing III Positive peripheral cue attitude change I attitude is weak amp susceptible to change I attitude is not predictive of behavior III Negative peripheral cue no attitude change or boomerang III Neutral or no cue no attitude change Complications to ELM Ambiguities between heuristic cues and message arguments ll What is a strong vs weak argument E Central is NOT necessarily objective processing Biased elaboration Topdown thinking U Objective elaboration Bottomup thinking
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