Theories Discussed in Class
Theories Discussed in Class COMM 3050
Popular in Persuasion
Popular in Communication
This 1 page Class Notes was uploaded by Jordan Notetaker on Tuesday December 8, 2015. The Class Notes belongs to COMM 3050 at Clemson University taught by Karyn O. Jones in Spring 2015. Since its upload, it has received 29 views. For similar materials see Persuasion in Communication at Clemson University.
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Date Created: 12/08/15
Elaboration Likelihood Model Looks at primary constructs of ELM Brings in music as a peripheral cue use in campaign Receiver characteristics that play specific roles o Involvement Concept of involvement gt more personally involved the more we pay attention audience characteristic you have to identify Involvement is biggest thing that cuts across all Teenagers are difficult to get involvement If audience doesn t feel personally involved than your options to persuade them are limited The more you are involved in a topic the less persuasive those ques will be 0 Identification Identification what persuasion researchers across the board tend to look at Identification gt advertising research 0 Identification and involvement are receiver characteristics but can be identified by message 0 Mood also has ability to trigger someone to peripheral or central studies Extended Parallel Process Model Fear appeals 9 don t work when not done well Looks specifically at cognitive processing messages 0 Ex this is your brain this is your brain on drugs video I Zero efficacy messages I Lots of victim blaming implied here Used for skin cancer prevention Looking at not only measuring severity of threat or fear 0 Look at not only behavior of person but behavior of people around them Level of fear and how scary message is o How do you moderate External environment factors Theory of Planned Behavior Idea social norms have huge impact If you can figure out how to get someone to change their future behavior and intentions Campaign 9 friends don t let friends beer goggle Target audience is not person whose behavior needs to change but person peer group