ch 9 Flashcards
(18 cards)
implicit communication benefits
-source me seem less patronizing
-less restrictive
-
implicit conclusions
conclusions that are suggested or implied rather than directly stated.
when are implicit conclsuions best used?
-message is personally relevant to listener
-receiver is knowledgeable
-listeners are high in need for cognition
explicit conclusions best used when
-message is not personally relevant to listener
-listeners arent knowledgeable
-message is complex
Gain framed
-emphasizes the positive
-low sensations seekers are more persuaded
“you could get rich on this opportunity”
loss framed
-emphasizes the negative
-more effective becasuse people are generally risk adverse and fearful of moving backwards.
-“you could loose everything”
evidence and prof
-facilitates persuasion, increases credibility
-May increase central processing
evidence and proof is most effective when
-receivers have high involvement
Receivers with low involvement
-quantity of arguments that counts
Receivers with high involvement
-it is the quality of arguments that matters
Repetition and mere exposure
-repetition can increase awareness, learning, retention
-ideas, brands and people tend to grow on us
Narrative evidence
Statistical evidence
-Low involvement, high emotional engagement
-High involvement, low emotional engagement
Order effects: The placement of arguments within a message can influence their impact
anticlimax- strong arguments first
Climax order- strong arguments come last
Pyramidal order- Strong arguments come in the midddle
First arguments presented=
Last arguments presented=
Primacy
Recency
Prevention techniques
strategies to make audiences more resistant to persuasion
Innoculation theory
-exposing individuals to a weak dose of an opposing argument .
1 vs 2 sided messages
One sides presents only arguments in favour of a particular position
Two sided acknowledges both sides
where the audience is warned in advance that someone will try to influence or persuade them
Forewarning
