Chapter 7 Social Psychology : Persuasive Communication

Receiver

In Shannon's conception, it is the receiving telephone instrument. In face-to-face communication a set of ears (sound) and eyes (gesture)

Seld-Monitoring

Maintains that people who are high in ________________ tend to employ social cues to regulate their self-presentations while low self-monitors are less concerned with opinions of others and are more likely to behave based on their personal preferences.

1. Message- Learning Approach 2. Cognitive- Response Approach

Persuasive Communication

1. central route to persuasion 2. peripheral route to persuasion

Petty and Cacioppo's elaboration likelihood model suggested two ways or routes to persuasion;

1.Reason versus Emotion 2. Sense of Humor 3. Difference 4. One-Sided Versus Two sided 5. Primacy Effect Versus Recency effect

Questions on Message Content:

Speed at which the message is delivered

Rapid speech can increase or decrease persuasiveness that is, it depends on the audience's initial position and the message strength.

1.The target of the message is convinced that the dangers that mentioned are serious. 2. The target is convinced that the dangers are quite probable 3. The target is convinced that the recommendations to avoid the dangers will be effective 4. The target believes that he or she can competently take the recommended actions

Researchers argued that fear appeals can effectively persuade under four conditions:

Sense of Humor

The belief that humor induces acceptance and persuasiveness of communication. Humor can increase message attention but it can interfere with message comprehension.

Cognitive-Response Approach

This approach shows better understanding why people change their attitude in response to persuasive messages.

Signal

This component flows via a channel.

Transmitter.

Transmission is readily generalized within Shannon's information theory to encompass a wide range of theory.

1. Speed at which the message is delivered 2. Style of speech that is used

Two Aspects of the Communication Medium:

1. Credibility. 2. Attractiveness

Two major aspects of the effective message:

Communication

is a powerful tool to unnderstand individuals attitude and behavior.

Communicator

is a source of the message, the individual or character that encodes and sends the message.

Recency Effect

is the information presented last has the most influence.

Message Content

is the process that are used to communicate the information to an audience.

Channel of Communication

is the way the message is delivered whether face to face, in writing, on film, or in some other way.

Discounting Cues

low credibility sources that result in the audience rejecting the message.

Primacy Effect

means information presented first usually has the most influence.

Unintentional Communication

message that is either was not intended to be sent or was not intended for the individual who received it.

Central route to persuasion

occurs when interested people focus on the arguments and respond with favorable thoughts.

Peripheral route to persuasion

occurs when people are influenced by incidental cues such as a speaker's attractiveness that are irrelevant to the content or quality of communication (low elaboration).

Persuasion

process of consciously attempting to change attitudes through the transmission of some message.

Elaboration Likelihood

refers to the probability that the target of a persuasive message will elaborate that is, carefully analyze and attempt to comprehend the information contained in the message.

Reason versus Emotion Reasons

seems to persuade educated or analytical people. They are highly involved audiences. On the other hand, emotion can be persuasive through association with good feelings.

Likability

the extent to which the source is viewed as behaving in a way that matches the desires of those who observes the communicator.

Message-Learning Approach

this approach deals with attitude change by employing basic principles of learning theory in order to explain the distinctions between effective and ineffective persuasive communication.

Communication

- a process of conveying message from one person to another person or group of persons.

Need for Cognition

An individual preference for and tendency to engage in effortful cognitive activities.

1. Communication 2.Communicator 3. message content 4. medium of transmission 5. Audience Receiver

Elements of Persuasive Communication

1. Need for Cognition 2. Self-Monitoring 3. Age

Individual differences affect susceptibility to persuasion. Individual differences variables relevant to persuasion are:

Persuasive Communication

Miller defined it as many message that is intended to shape, reinforce, or change the responses of another or others.

1. nformation Source 2.Message 3. Transmitter 4.Signal 5. Channel or Carrier 6. Noise 8. Receiver 9. Destination or Feedback

Shannon's model of the communication process breaks the process of communication into eight discrete components

Message

The information sends and receives by the destination.

Medium of transmission

The message is conveyed via ? The medium maybe face to face, in oral, or writing, on radio, film, television, or video, telephone, print, billboards or bulletin boards, e-mail/websites, or in some other way.

Age

The old age states "you can't teach an old dog a new trick". This saying reflects the notion that while adolescents and young adults are highly capable to change, as people mature they become more fixed in their ways.

Information Source

. It is a person who creates a message.

Channel or Carrier

A component that represents by the small unlabeled circle in the middle of the model. The most commonly used channels include air, light, electricity, radio waves, etc.

Noise

A form of secondary signal that obscure or confuse the signal carried.

Difference (discrepancy)

A message is contrary to one's opinion rather than just a more extreme view of what one already agrees with. It interacts with communicator credibility.

Destination or Feedback

A person who consumes and processes the message.

One-Sided versus Two-Sided

Another characteristic of message is to persuade the audience to agree with a particular attitude like convince them with the message only arguments in favor of the attitude, or refute the arguments against communicator's position.

1. Issue Involvement 2. Impression-Relevant or Response Onvolvement

Degree of message elaboration is shaped both by issue and impression involvement. The most recent cognitive oriented researchers have identified two different types of involvement:

1. feeling as information explanation 2. Hedonic-Contigency

Good moods generally foster, but sometimes hinder persuasion. This cognitive-response approach has two different explanations:

Intentional Communication

a message that is purposely sent to a specific receiver.

Impression-Relevant Involvement or Response Involvement

a type of involvement in which the attitudinal issue does not have great personal relevance, but a person's attitudinal response will be scrutinized by others and receive either social approval or disapproval.

Issue Involvement

a type of involvement in which the attitudinal issue under consideration has important consequences for the self.

Hedonic-Contigency explanation

asserts happy people will engage in cognitive tasks that allow them to remain happy and will avoid tasks that lower their mood.

Credibility

believability perceived as both trustworthiness and expertise.

Style of speech that is used

can boost or hinder persuasion. Powerful speech generally increases persuasiveness while powerless speech generally decreases persuasiveness.

Franzoi

defined persuasion as the process of consciously attempting to change attitudes through the transmission of some message.

Sleeper Effect

delayed impact of a message occurs when initially discounted message becomes effective as people remember the message but forget the reason for discounting it.

Feeling as information explanation

denotes negative mood signal to people that something is wrong in their environment and that some action is necessary, positive moods has the opposite effect.

Richard Petty and John Cacioppo's

employ Elaboration Likelihood Model (ELM) with which the model assumes people want to correct in their attitudes and is considered the most influential theory as regards cognitive-response approach.

Protection-Motivation Theory

fear induces a motivation to protect the self as well as influences a person's cognitive appraisal of the fear arousing threat.

attractiveness

having qualities that appeal to an audience.