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| how much you measured what you were attempting to measure |
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SENDER creates, CHANGES, or reinforces the ATTITUDE of one or more people
--- has to do with pursuasion and attitude change |
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| source transmits a message in order to change the ATTITUDE of their audience. |
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| the effect of one variable on persuasive outcomes |
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| perceived credibility of source (expertise, trustworthiness, delivery, evidence, position advocated) --------------------------------------- MODERATORS include involvement and timing |
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| expertise - experience/education/occupation _________________________________________ trustworthy - honest and open minded _________________________________________delivery - speaking rate, comm eficacy _________________________________________evidence - relevent facts/opinions used to support persuaders claims _________________________________________position advocated - communicators who argue points that SEEM TO BE opposite of their own self interest receive more trust |
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| fear appeals, protection motivation theory, extended parallel process model, moderators (vulnerability, specificity of recommendations, positioning of recommendations, argument quality, self esteem) |
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| giving a message that is "fearful" in order to persuade another party to change attitudes towards something (ex: smoking - "smoking will kill you") __________________________________________________________________________________ must also explain how to protect yourself from whatever you fear in order to be effective ("get the patch and you will live") _________________________________________ the idea is to raise fear, which raises arousal, which leads to greater persuasion abilities. |
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| PROTECTION MOTIVATION THEORY |
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| explains why fear appeals work _________________________________________ step one: take in threat and appraise it (THREAT APPRAISAL): The more sever the threat, the more vulnerable you feel! _________________________________________ step two: coping appraisal - how will you deal with the threat?: response efficacy (will the recommended idea solve the threat problem?) and self efficacy (are you able to carry out the recommendation?) _________________________________________ an increase in response and self efficacy will lead to an increase in PROTECTION MOTIVATION: your will to go through the steps to differ the threat and decrease vulnerability. |
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| EXTENDED PARALLEL PROCESS MODEL |
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THREAT lead to: step one: THREAT APPRAISAL (assuming high severity): leads to: step 2: COPING APPRAISAL (if ability to cope is: low - fear control, high - danger control)
FEAR CONTROL only try to decrease fear (hit a bowl)
DANGER CONTROL: decrease danger (study) |
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| liking, similarity, physical attractiveness, |
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| increase liking leads to increase influence _________________________________________ credibility outweighs liking, topic relevance increases lead to decrease in effectiveness, disliking can also be effective in persuasion |
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| perceived ATTITUDINAL similarities can increase effectiveness of arguments _________________________________________ increases in similarities also increase extertise/credibility adn trust perception. |
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| more attract. leads to increased effectiveness due to an increase in liking. _________________________________________ credibility expertise and relevance are more effective _________________________________________ trustworthiness POSITIVELY effected by attract. _________________________________________ HALO EFFECT |
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| EVIDENCE (testimonial and factual), sidedness (hovland and allens), stealing thunder. |
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| Factual statements from seperate speakers supporting the senders claims. _________________________________________ more evidence, the better _________________________________________ testimonial: OPINIONS from outside experts, factual: accounts that can be supported by proof (eyewitness accounts) _________________________________________ increased familiarity on topic decreases amount you are persuaded _________________________________________ increased relevance to you, increases the amount you are effected. |
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| explaining two sides is = to explaining one side of an argument for uneducated people _________________________________________ Allens explains that if you ALSO use refutations (explain which side is CORRECT), then persuasion is increased. |
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| bring up negative info about yourself before anyone else can _________________________________________ this makes you look better and the result is less than if someone else brings up the info about you...... its like turning yourself in, it will get you a lesser sentence when convicted. |
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| FITD, DITF, Low Ball, Thats not all, Pregiving, Legit paltry favors "even a penny will help", Dump and Chase |
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| mere exposure/thought, involvement, individual differneces |
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| increases favorability to "it" _________________________________________ as you are more exposed to anything, you tend to like that "thing" more and more, up to a certain point, then liking begins to plateau. works best w/ new things because you've already created opinions on things you already know about. _________________________________________ MERE THOUGHT is same thing, except with thought (instead of exposure). |
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| INVOLVEMENT (receiver effect) |
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| how much do you care about the subject??? outcome relevance (will the outcome of whatever happens effect you personally?) ... ... value relevance: will the outcome effect your personal VALUES and BELIEFS? |
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| Individual receiver effects |
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| women are more persuaded b/c they seem to be more INVOLVED in everything. |
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| Personality (receiver effects) |
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| self esteem decrease leads to an increase in persuadability .... .... .... .... .... DOGMATISM (close minded) - more persuaded by the person, not the persons message. |
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