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https://archive.org/stream/TheDynamicsOfPersuasionCommunicationAndAttitudesInThe21stC entury6thEd2017/The%20Dynamics%20of%20Persuasion_%20Communication%20and%20Attit udes%20in%20the%2021st%20Century%20%286th%20ed%202017%29_djvu.txt CH 7: PROCESSING PERSUASIVE COMMUNICATION DAY ONE: BACKGROUND HOW DO WE MAKE DECISIONS? THERE IS A COMBINATION OF RATIONAL AND EMOTIONAL Cogntivie Miser But we tend to rely on emotional more, especially when we are hungry, angry, lonely, tire (HALT) because it is easier HISTORICAL FOUNDATIONS Yale Attitude Change Approach • To be persuaded one had to attend to, comprehend, learn, accept, and retain the message Problem was humans don’t just learn! HISTORICAL FOUNDATIONS Cognitive Response Approach • People’s own mental reaction to a message play a critical role in the persuasion process and may be even more important than the message itself [sound familiar?] HISTORICAL FOUNDATIONS Cognitive Response Approach (cont.) • People’s own mental reaction to a message play a critical role in the persuasion process and may be even more important than the message itself • Forewarning • Forewarned is forearmed • Makes people more resistant HISTORICAL FOUNDATIONS Inoculation theory = strengthen resistance to persuasion A little defense again what might be coming helps a persuadee defend themselves. Examples: ELABORATION LIKELIHOOD MODEL (ELM) • By Petty & Caccioppo (1986) • Influenced by previous research • All people do not think carefully • What is the impact when one does think carefully or not? DEFINITION OF ELM Variations in the nature of persuasion are a function of the likelihood that receivers will engage in elaboration (thinking about) of information relevant to the persuasive issue. ELABORATION = ISSUE RELEVANT THINKING HIGH Elaboration Persuasion LOW Elaboration Persuasion OVERVIEW OF ELM • How does the brain interpret messages? Dual processing theory Content Delivery Persuasive message Central Route Peripheral Route (High Elab) (Low Elab) 1. Motivation: A. Personal Relevance B. Need for Cognition 2. Ability: Heuristic Cues: 1. Credibility 2. Liking 3. Consensus A. No Distraction B. Prior Knowledge OVERVIEW FACTORS THAT INFLUENCE: CENTRAL ROUTE PERSUASION 1. Motivation: A. Personal Relevance B. Need for Cognition Central Route to Persuasion 2. Ability: A. Distraction B. Prior Knowledge HOW MANY COVERS OPENED? High Elaboration Low Elaboration 1. Motivation: A. Personal Relevance B. Need for Cognition 2. Ability: A. Distraction B. Prior Knowledge CH 7: PROCESSING PERSUASIVE COMMUNICATION DAY TWO REVIEW Historical development of understanding what happens in our brains when we encounter a message Yale Attitude Change Approach Cognitive Response Approach Inoculation Theory Elaboration Likelihood Model (Petty & Cacioppo, 1986) Variations in the nature of persuasion are a function of the likelihood that receivers will engage in elaboration (thinking about) of information relevant to the persuasive issue. DUAL PROCESSING: CENTRAL & PERIPHERAL ROUTES OF PERSUASION Central Route = High Elaboration Exposed to persuasive message Peripheral Route = Low Elaboration OVERVIEW of ELM Persuasive message Central Route (High Elab) 1. Motivation: A. Personal Relevance B. Need for Cognition 2. Ability: Peripheral Route (Low Elab) Heuristic Cues: 1. Credibility 2. Liking 3. Consensus A. No Distraction B. Prior Knowledge OVERVIEW OF ELM Peripheral Route: Heuristic Cues 1. Credibility 2. Liking 3. Consensus Central Route: Elaboration of the Content Arguments PERIPHERAL ROUTE (LOW ELABORATION) Mental short cuts • “Cognitive misers” Heuristic cues = are anything we encounter in our environment that leads us to use a mental shortcut or “rule of thumb” when making a judgment or decision. Examples: • Reputation • Endorsement • Appearance • Names • Jargon • Authority • Social Proof • Stereotype Credibility Liking Consensus PROCESSING STRONG VS. WEAK ARGUMENTS (USING CENTRAL ROUTE) Strong Arguments > Central Route > Weak Argument > Central Route > Persuasion Persuasion SO IS THE END RESULT WHEN A PERSUADEE USES THE CENTRAL ROUTE? • Central Processing decisions: • Can be more positive or more negative • Last longer • Are more resistant to change • Predict behavior • So its better for persuaders, right? YES! • But…. People do not necessarily think rationally about the arguments being made…might be biased and reject argument SO WHAT IS THE END RESULT WHEN PERSUADEES TAKE THE PERIPHERAL ROUTE? • Peripheral Cognitive Decisions: • Short lasting • Easily changed by counter-persuasion • Don’t predict behavior So don’t use? Not necessarily. • might enough to purchase a product one time • vote for a candidate to be part of the “cool group” COMPLEXITIES OF DUAL PROCESSING • Happen at the same time • Messages might play both central and peripheral roles CENTRAL & PERIPHERAL ROUTE SIMULTANEOUSLY “It’s important to vote in the midterm elections!” “It’s important to vote in the midterm elections!” ACTIVITY • Watch a Ted Talk https://www.ted.com/talks/essam_daod_how_we_can_bring_mental_health_support_to_refugees#t-310164 • As you watch write some notes • times you found yourself taking the central route • times you found yourself taking the perpheral route Central Route Peripheral Route 1. Motivation: A. Personal Relevance B. Need for Cognition 2. Ability: A. No Distraction B. Prior Knowledge Heuristic Cues: 1. Credibility 2. Liking 3. Consensus BOX 7.6 PERSUASIVE TIPS 1. Consider level of interest for the audience A. and try to make it relevant or more relevant and include strong arguments B. if you think interest will stay low, include heuristic/peripheral cues 2. Consider what is more important to make the decision A. Content of presentation B. Presentation/Delivery 3. Pay attention to non-verbals COMM 4320: Social Influence Fall 2018 Reflection Paper #6 Reflection Papers: Nearly each week of the semester, students will be given a prompt to write a 300-400 word response (approximately 1 ½ - 2 ½ pages). These papers will serve the purpose of engaging with the material being discussed in class in a deeper way and providing interesting discussion in class. Approximately 10 prompts will be provided throughout the semester. Due Date: Sunday, September 30 by 11:59 p.m. Submit: Through Blackboard Assignments Points: 25 Requirements: 1. This reflection will be related to information from Chapter 7_Processing Persuasive Communications and how it relates to how one could interpret the persuasive message of a public service announcement (PSA) by applying the ELM theory. Please address the following: a. Imagine that you are the creator of one of the following public service announcements (PSAs): i. https://www.youtube.com/watch?v=44-WMn47dXc ii. https://youtu.be/bgpRw92d1MA iii. https://youtu.be/kNMJaXuFuWQ b. Select one of the PSAs c. Explain how you (as the creator) tried to provide a message that would be elaborated upon to influence, and could influence in a peripheral manner. Use the appropriate concepts and vocabulary from ELM in your explanation. 2. Be sure to reread to double check for grammar, word usage, and incomplete sentences before you submit your response. Grading: 1. Thoughtful and thorough explanation of the application of attitudes, beliefs, and values (as discussed in the text and in class). 2. Mechanics of the paper are sound (spelling, grammar, word usage, complete sentences, appropriate use of paragraphs, etc.) THE DYNAMICS OF PERSUASION COMMUNICATION AND ATTITUDES IN THE 21" CENTURY RICHARD M.PERLOFF SOTH EDITION R
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