Term
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Definition
| Examines the process of attitude formation and change in audience members and the modification of behavior upon attitude change. Intended Effects. Persuasion is the heart of understanding many many media effects: political persuasion, product advertising, and pro-social marketing. |
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Term
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Definition
People's general predispositions to evaluate other people, objects, and issues favorable or unfavorable. Likes/dislikes. MEDIATOR.
Persuasion message > Attitude > Behavior |
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Term
| Theoretical approaches to persuasion |
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Definition
| Communication/persuasion matrix model of media effects. Cognitive Response Theory. Elaboration Likelihood Model (ELM) |
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Term
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Definition
Source: Expertise, attractiveness.
Message: emotional, logical, short, long
Recipient: high or low in prior knowledge
Channel of communication: types of medium
Context: Individual or group setting, noisy in the environment. Each can have impact on outputs! |
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Term
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Definition
| 1. Exposure 2. Attention 3. Interest 4. Comprehension 5. Acquisition 6. Yielding 7. Memory 8. Retrieval 9. Decision to act on it 10. Action 11. Reinforcement 12. Attitude consolidation |
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Term
| Communication/Persuasion Matrix Model |
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Definition
| Exposure > Attention > Interest > Comprehension |
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Term
| How successful could a media campaign be? |
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Definition
| The likelihood that a message will evoke each of the steps in a sequence should be viewed as a conditional probability. If 60% is assumed, the maximum probability of achieving all six steps would be less than 5%. |
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Term
| Cognitive Response Theory |
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Definition
| The impact of variables on persuasion depends on the extent of which individuals articulate and rehearse their own thoughts to the information presented. Assumption of active participants in the persuasion process. |
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Term
| What determines the extent of persuasion? |
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Definition
| Favorable or unfavorable thoughts. |
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Term
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Definition
| The relationship between thoughts and attitudes should be greater. When people have confidence rather than doubt in their thought. |
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Term
| Can persuasion occur without learning? |
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Definition
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Term
| Elaboration Likelihood Model (ELM) says that _____ ? |
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Definition
| Persuasion can occur when thinking is high or low. The process that occur during the yielding stage can be thought of as emphasizing one of two relatively distinct routes of persuasion (central, peripheral route). |
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Term
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Definition
| Generation of favorable or unfavorable thoughts, integration the new thoughts into one's overall cognitive structure. |
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Term
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Definition
| Lazy organisms/cognitive misers. Reliance on simpler means of evaluation. Cues, not requiring effortful mental processing: attractiveness of the speaker, endorsements, features of communication (music, scenery). |
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Term
| Recipient factors (Variable of ELM) |
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Definition
| Receiver related variables that affect the amount of thinking, whether central or peripheral route. |
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Term
| Source Factors (Variable of ELM) |
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Definition
| Oftentimes function as peripheral cues. Under some conditions some source factors can influence elaboration likelihood. |
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Term
| Messsage factors (Variable of ELM) |
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Definition
| Oftentimes function as peripheral clues. Under some conditions some message factors can influence elaboration likelihood. |
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Term
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Definition
| Motivation, ability, situation, disposition, personal relevance, need for cognition, external distraction. |
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Term
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Definition
| Central route. Higher relevance means greater elaboration likelihood, greater scrutiny of the argument and greater significance of argument quality in persuasion. |
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