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Studies in Persuasion

by: Ryder Green

Studies in Persuasion SPCM 437

Ryder Green
GPA 3.98

Katherine Knobloch

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Katherine Knobloch
Class Notes
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This 6 page Class Notes was uploaded by Ryder Green on Tuesday September 22, 2015. The Class Notes belongs to SPCM 437 at Colorado State University taught by Katherine Knobloch in Fall. Since its upload, it has received 58 views. For similar materials see /class/210235/spcm-437-colorado-state-university in Speech & Communication at Colorado State University.

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Date Created: 09/22/15
Key Terms Persuasion The study of attitudes and how to change them with the goal to change actions Coercion No freedom of choice Propaganda Mass mediated to a mass audience covert total control over message Manipulation Deceptive veiled intent Utilitarian ethics Do the most good and the least harm Deontological ethics The motivations that count Existentialism No purpose or higher power if you can deal with the consequences it s ethical Attitude A learned global evaluation of an object that in uences thought and action Value Guiding principles and desired end goals Belief What we believe to be true can be true false or unverifrable Descriptive belief Currently existing Prescriptive belief How things should be Exam 2 Study Guide SMCP 437 Persuasion March 5 2013 Expectancy value approach Attitudes are a combo of head and heart Symbolic approach Emotions sit at the heart of our attitudes leaned symbolic predispositions and emotions Ideological approach World view cultural cognitions ideological principles Ambivalence incompatible beliefs Social judgment theory latitudes of acceptance rejection and non commitment Selective perception Tend to see what we want to see correlates with our attitudes Biased assimilation Implicit attitudes Unknown origin uncontrollable responses Normally unfavorable to the holder Theory of reasoned action Rationally think about the action and how people will respond Theory of planned behavior Acting based on whether or not you have control in the situation Accessibility theory Impulsive decision making Cognitive response approach The receivers are active and are important Elaboration likelihood model People may or may not think deeply about message Central processing Relies on careful though less susceptible to persuasion Peripheral processing Relies on simple cues to decide more susceptible to persuasion Heuristic Expert opinion band wagon simple association Milgram experiments Volunteers told to shock student if they get answer wrong Shows socialization trappings of authority and inability to say no Knowledge bias Reporting bias One sided message Time is limited central arguments reporting bias Two sided message Mention both sides Refutational two sided message Mention opposing side then refute it Frame Extended parallel process model Tries to predict how people will act with a fear message Danger control behavior is changed in order to reduce the fear aroused by the threat Fear control When we perceive a threat but no efficacy Association principle Linking two things together Famous person testimonial Plain folks pitch Appeals to the average Joe Snob appeal Tries to persuade consumers that using a product will maintain or elevate their social status Disassociation corollary Responds to consumer backlash major corporations present products as though from smaller independent companies Band wage effect Group think False dilemma Slippery slope Event X has occurred or will or might occur 2 Therefore event Y will inevitably happen Straw man Persuading by setting up your opponent s argument and then knocking it down with your own argument Sweeping generalization A statement which speaks in general terms without any reservation so that it doesn t stand up to scrutiny Hasty generalization A hasty conclusion without considering all of the variables Post hoc fallacy A occurs before B 2 Therefore A is the cause of B Ad hominem Argument is rejected on the basis of some irrelevant fact about the author of or the person presenting the claim Demand V offer images Demand subject is the object Offer subject is there for enjoyment Salience Culture jamming Taking a familiar symbol and turning it against itself Fillers Hedging Tag Questions Turning a statement into a question Disclaimers Statement made to delimit the responsibilities of the owner Metaphor A metaphor is a literary figure of speech that describes a subject by asserting that it is on some point of comparison Simile A simile is afigure of speech that directly compares two different things usually by employing the words quotlikequot or quotasquot Cliche An obvious remark Rhetorical questions Hyperbole Persuading by making exaggerated claims Found all the time in advertising media The best smoke and often in political propaganda ever Alliteration repetition of a particular sound in the prominent lifts of a series of words Anaphora Repetition of the same word or group of words at the beginning of successive clauses sentences or lines Epistrophe Ending a series of lines phrases clauses or sentences with the same word or words Review Questions What is persuasion What are the components of persuasion Using rhetoric to change attitudes and behaviors Symbolic process Deliberate attempt to in uence Requires a message Oriented towards change of attitudes or behavior Receivers have choice What effects might persuasion have for the receiver 0 Shape or form attitudes and actions 0 Reinforcing existing attitudes and actions 0 Change attitudes and actions How does traditional persuasion differ from contemporary forms of persuasion Traditional Contemporary How is propaganda different from persuasion How is manipulation different from persuasion o Propaganda is perceived as hostile intent total control over message 0 Manipulation is deceptive with veiled intent persuasion is not Explain the four ethical approaches Vocab What are the components of ethical persuasion Nonaggressive Treat others with dignity Respect individual autonomy Based in truth Recognize alternative perspectives Encourage enlightened decisions Compare and contrast the three theories explaining how attitudes are formed and organized o Expectancyvalue o Symbolic o Ideological What are some characteristics of strong attitudes o Persist over time o Affect judgment 0 Guide behavior 0 Resist change Why and how might someone resolve ambivalence o Denial Ignore con ict 0 Bolstering Add more onesided evidence 0 Differentiation Separate positive and negative sides 0 Transcendence Make beliefs compatible Describe the relationship between attitude accessibility and attitude strength 0 The easier an attitude comes to you the stronger your attitude will be What rolesfunctions do attitudes play in our lives Knowledge Help explain things Utility Gain rewards avoid consequences Social adjustive Help us t it Social identity Help us express ourselves Value expressive Express core values Ego defensive Shield you from things that make you uncomfortable What moderates the relationship between attitudes amp behaviors 0 General or speci c 0 Attitude strength Describe the three theories explaining the relationship between attitudes and behavior 0 Theory of Reasoned Action 0 Theory of Flamed Behavior 0 Accessibility Theory Compare and contrast the cognitive response approach and the elaboration likelihood model 0 Cognitive response approach the receiver matters they are active The response is more important than the message 0 Elaboration likelihood model People may or may not think deeply about message 0 Central 0 Peripheral Describe the factors that motivate whether we use central or peripheral processing 0 Ease o Context 0 Urgency Describe the characteristics of a good communicator 0 Authority works through compliance 0 Credibility grant credibility because of things we project on them 0 Social Attractiveness likeability and physical attractiveness we want to identify with them What are some reasons why people might or might not blindly obey authority 0 Perceived social authority 0 Right to tell you what to do prescribe behavior Describe the key characteristics of credi bility What might moderate which characteristics are important for establishing credibility Describe the three types of social attractiveness When is it a good idea to emphasize physical attractiveness When is it not a good idea Describe the difference between advocacy and narrative stance to at Describe the different types of evidence What factors moderate the persuasive power of evidence 0 Quantitative Data StatisticsNumbers o Factual Statements 0 Eye witness statement 0 Testimonial 0 Opinions by credible sources Describe the difference between a gain frame and a loss frame 0 Gain what you gain by using their product the positive side 0 Loss what you lose if you don t use their product Explain the extended parallel process model and how it applies to fear and guilt appeals Used to predict the likely outcome of communications which involve a fear appeal 0 Self Ef cacy The perception the individual has that they are competent to perform the tasks needed to control the risk 0 Response Ef cacy The perception the individual has that the action if carried out will successfully control the risk 0 Susceptibility The perception the individual has of how likely the threat is to impact them 0 Severity The perception the individual has of the magnitude of the threat Describe the process of association 0 Conditioning 0 Semiotics 0 Accessibility How might visual images signal power What role does art play in our culture 0 Comments on society 0 Spurs emotion o Fosters empathy How might one s language signal powerlessness How might one s language signal powerfulness


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