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Persuasion Defined

Persuasion Defined. The Process of Preparing and Presenting - Messages - To Autonomous Individuals - In Order to Alter or Strengthen - Attitudes, Beliefs, or Behaviors. Kelman’s Types of Persuasion. Internalization Identification Compliance -- Obedience. Aware. Determined.

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Persuasion Defined

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  1. Persuasion Defined The Process of Preparing and Presenting - Messages - To Autonomous Individuals - In Order to Alter or Strengthen - Attitudes, Beliefs, or Behaviors

  2. Kelman’s Types of Persuasion Internalization Identification Compliance -- Obedience

  3. Aware Determined Free Choice Unaware Coercion Persuasion

  4. Lattitude of Acceptance Lattitude of Rejection Anchor Latt. NC Social Judgment Theory Reactance Clerk Effect Persuasion

  5. Anchor Social Judgment Theory Ego Involvement Lattitude of Rejection LattAccpt LattNC

  6. Types of Involvement Ego Involvement Issue Involvement Personal Involvement

  7. Involvement + - + Attitude - Goal Apathy

  8. Involvement Goal + - Apathy + Attitude -

  9. A Few Basic Persuasion Propositions • Persuasion must be owned by the receiver • People prefer to change a negative to a positive • People prefer to change attitudes about objects than people • Messages that help people maintain or restore consistency are more persuasive

  10. COGNITIVE DISSONANCE THEORY People feel dissonance to the degree: 1. They make a CHOICE between attractive alternatives 2. They lack JUSTIFICATION for their behavior a. Low reward value b. Inconsistent information (What’s the truth?) c. Source cannot be used to excuse the choice 3. They extend an EFFORT

  11. COGNITIVE DISSONANCE THEORY Reduction of dissonance: 1. Selective Exposure 2. Change Attitude 3. Change Behavior 4. Derogate the Source

  12. COGNITIVE DISSONANCE THEORY Reduction of dissonance: 5. Reject the Message 6. Distort the Source’s Position 7. Change the Dissonant Elements 8. Add Consonant Elements

  13. Promise Moral Appeal Pregiving Debt Neg. Esteem Pos. Expertise Neg. Altercasting Pos. Self Feeling Neg. Self Feeling Pos. Altercasting Neg. Expertise Pos. Esteem Altruism Aversive Stimulation Liking Threat Compliance-Gaining Message Selection

  14. The most common strategy? REQUEST The number of strategies used? 1

  15. Mikim Johoj Aversive Stimulation Neg. Expertise Neg. Altercasting Neg. Esteem Moral Appeal Debt Neg. Self Feeling Promise Threat Pregiving Pos. Esteem Altruism Pos. Self Feeling Liking Pos. Altercasting Pos. Expertise Compliance-Gaining Message Selection and Aggressiveness Prob. of Use

  16. Resistance to Persuasion Behavioral Commitment Anchoring - Identification Resistant Cognitive States - Rush Training in Critical Thinking- Hear Inoculation Theory - Refute

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