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Chapter 5: Persuasion Approaches

Chapter 5: Persuasion Approaches. COM 4480: Communication Theory February 12, 2007. Chapter 5: Persuasion. Why is persuasion so studied? Also…. Chapter 5: Persuasion. What is persuasion ? (p. 102) ______________… … _____________? _____________?. Chapter 5: Persuasion.

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Chapter 5: Persuasion Approaches

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  1. Chapter 5: Persuasion Approaches COM 4480: Communication Theory February 12, 2007

  2. Chapter 5: Persuasion • Why is persuasion so studied? • Also…

  3. Chapter 5: Persuasion • What is persuasion? (p. 102) • ______________… • … • _____________? • _____________?

  4. Chapter 5: Persuasion • Approaches to Persuasion • Variable-Analytic Approach (p. 105)

  5. Chapter 5: Persuasion • Variable-Analytic Approach • Source Variables • __________ • __________ • _____________________ • Factor Model of Source Credibility (p. 114)

  6. Chapter 5: Persuasion • Variable-Analytic Approach • Source Variables • ______________________ of Source Credibility • What function does this person serve?

  7. Chapter 5: Persuasion • Variable-Analytic Approach • Channel Variables • ________________ • ________________ • ________________

  8. Chapter 5: Persuasion • Variable-Analytic Approach • Message Variables • ________________ • ________________ • ________________ • ________________

  9. Chapter 5: Persuasion • Fear Appeals and Persuasion (p. 109) • Janis & Feshbach (1953)

  10. Chapter 5: Persuasion • Fear Appeals and Persuasion • Six Competing Hypotheses

  11. Chapter 5: Persuasion • Fear Appeals and Persuasion • Six Competing Hypotheses

  12. Chapter 5: Persuasion • Fear Appeals and Persuasion • Six Competing Hypotheses

  13. Chapter 5: Persuasion • Approaches to Persuasion Message Sender Receiver Channel

  14. Chapter 5: Persuasion • Variable-Analytic Approach • Receiver Variables • Personality Traits and Persuasion (p. 107)

  15. Chapter 5: Persuasion • Variable-Analytic Approach • Weaknesses • Lots of inconclusive findings. • Ex. Use of evidence; fear appeals & persuasion • “Laws” are full of exceptions. • No theory! Just variable analysis. • Strengths • Pioneering. Got the ball rolling for “communication.” • Work conducted in a pre-theoretical era. • Heuristic value aided in theory building. • Revealed the complexity of persuasion.

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