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| process of changing or reinforcing a listener’s attitudes, beliefs, values or behavior |
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| learned predisposition to respond favorably or unfavorably towards something; likes and dislikes |
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| way we structure reality to accept something as true or false |
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| enduring concept of good and bad, right and wrong |
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| formal system of using rules to reach a conclusion |
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| 4. Elaboration likelihood model of persuasion |
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| – theory that people can be persuaded by logic, evidence, and reasoning, or through a more peripheral route that may depend on the credibility of the speaker, the sheer number of arguments presented, or emotional appeals |
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| occurs when audience members critically examine evidence and arguments |
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| Indirect persuasion route |
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| occurs as a result of factors peripheral to a speaker’s logic and argument, such as the speaker’s charisma or emotional appeals |
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| 5. Techniques to Motivate Listeners |
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a. Use cognitive dissonance
b. Use listener’s needs
c. Use positive motivation
d. Use negative motivation |
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| sense of mental discomfort that prompts a person to change when new information conflicts with previously organized thought patterns |
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| Coping with Cognitive Dissonance – they might |
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a. Try to discredit you – you need to be competent and trustworthy.
b. Reinterpret your message – you need to be sure it’s clear.
c. Seek other info – you need to make your info convincing.
d. Stop listening – you need to make your message interesting.
e. Be persuaded. |
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| 7. Maslow’s hierarchy of needs: |
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Definition
a. Physiological needs – air, water, food.
b. Safety needs – feel safe, secure and protected.
c. Social needs – feel loved, valued.
d. Self-esteem needs – think well of ourselves.
e. Self-actualization needs – self-actualization |
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a. Emphasize positive values
b. Emphasize benefits, not just features |
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a. Strong threat to loved one more effective than to audience members
b. The more competent, trustworthy, or respected the speaker, the more likely that a fear to appeal will work.
c. More effective if you can convince your listeners that threat is real and will probably occur unless they take action you are advocating.
d. Increasing intensity of fear appeal increases chances that fear appeal will be effective.
e. More successful when you convince listeners that they have power to make a change that will reduce the fear-causing threat. |
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| 10. Social Judgment Theory |
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| categorizes listener responses to a persuasive message according to the latitude of acceptance, rejection or noncommitment (yes, they made this word up) |
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| statement that summarizes the ideas with which a speaker wants an audience to agree. |
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| focuses on whether something is true or false or whether it did or didn’t happen. |
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| calls for the listener to judge the worth or importance of something |
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| advocates change in a policy, procedure or behavior |
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| Persuasive propositions vs. Imformative Central Idea |
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| Persuasive propositions are trying to get the audience to agree with what the speaker proposes while and informative central idea is simply giving the audience information. (I made this up because it didn’t say anything in the book) |
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