Last Chapterrrrš Flashcards
Coercion
FORCE.
The use of physical & verbal aggression.
Ex- threats, cursing, ridicule
Belief changeā->
Belief change- attitude change- behavior change.
Persuasion
Intentional exchange of symbols must be present. Source must be trying to persuade of something in order for it to be persuasion.
Self awareness & Persuasion
Scripts apply to persuasion, persuasion is not always mindful. Most persuaders rely on communication plans from prior positive experiences.
Variable analytic approach:
If A then sometimes B
Cause and effect conclusions
Prodices stochastic relations (probable)
Variable analytic approach message style: How is the message structured?
Anticlimactic: best evidence goes first.
Pyramidal: best evidence in middle or center of argument.
Climatic: best evidence goes last.
Two sided vs one sided arguments:
Variable Analytic Approach
One sided: appropriate when the audience is unfamiliar. āTell me the badā
Two Sided: has a counter argument- tells the good and also the bad side because receiver is more informed on the topic.
Fear appeals form:
- You are vulnerable
- If you are vulnerable do something
- This is what you can do
- Proposal must be accepted.
Fear Appeals
Drive explanation
Maximum fear. Drives the receiver to take action right away. Greater the amount of fear in a message, the greater the attitude change in the direction recommended.
Fear appeals
Resistance explanation
Little fear. Fear that can be resisted or overlooked, you arenāt scared enough to act. More likely to be heard than messages containing high fear appeals.
Fear Appeals
Curvilinear hypotheses
Moderate fear. Most effective. Not to little fear, not to much, just enough to see a change in action.
Fear Appeals
Protection motivation:
Receivers drive to avoid or protect themselves from a threat.
Parallel processing explanation
Fear Appeals
Fear control- coping process where receivers strive to reduce fear created by message.
Ex: UNC emails about robbery on the other side of university city blvd.
You think about it, maybe you decide to not go to the library so late at night and start parking in lighter areasā¦ā¦ slow steps
Danger control- debris on highway flying at your car or friend about to step on snake, you must act now and deal with the threat presented!
Threat control explanation
Fear appeals
Response efficacy: will the solution work? Do body guards make life safer ? yes ā
Personal efficacy: will it work for me? If i cant afford a body guard, then I can not have one.
Threat control (Fear Appeal)
Persons perceived probability of success in controlling the threat.
Extended parallel process model:
We want to stimulate danger control not fear control.
High threat/high efficacy= persuasion
Low threat/low efficacy= no persuasion
Extended Parallel Process Model
Perceived & self efficacy:
Perceived efficacy: belief that there is a definite course or action the receiver can take to avoid the threat.
Self efficacy: belief that you the receiver of message are able to perform recommendations in order to avoid the threat.
Evidence in persuasion messages:
Evidence does not always lead to persuasion.
Delivery determines if the receiver is persuaded or not! How you say it, not what you say.
Source credibility & persuasion.
3 aspects.
Competence: are you good for the job?
Character: are you a good person?
Good will: does the speaker have my best interest?
2 models of source credibility:
- Factor model:
Three aspects of credibility:
Competence, character and good will. Source credibility represented by how favorably the receiver judges the source on each of the 3 factors. - Functional model:
Am I satisfied? The more needs fulfilled by the source, the more credibility the source has.
