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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
Persuasion Defined

The Process of Preparing and Presenting

- Messages

- To Autonomous Individuals

- In Order to Alter or Strengthen

- Attitudes, Beliefs, or Behaviors


Persuasion defined

Kelman’s Types of Persuasion

Internalization

Identification

Compliance -- Obedience


Persuasion defined

Aware

Determined

Free Choice

Unaware

Coercion

Persuasion


Persuasion defined

Lattitude of

Acceptance

Lattitude of

Rejection

Anchor

Latt. NC

Social Judgment Theory

Reactance

Clerk Effect

Persuasion


Persuasion defined

Anchor

Social Judgment Theory

Ego Involvement

Lattitude of

Rejection

LattAccpt

LattNC


Persuasion defined

Types of Involvement

Ego Involvement

Issue Involvement

Personal Involvement


Persuasion defined

Involvement

+

-

+

Attitude

-

Goal

Apathy


Persuasion defined

Involvement

Goal

+

-

Apathy

+

Attitude

-


Persuasion defined

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


Persuasion defined

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


Persuasion defined

COGNITIVE DISSONANCE THEORY

Reduction of dissonance:

1. Selective Exposure

2. Change Attitude

3. Change Behavior

4. Derogate the Source


Persuasion defined

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


Persuasion defined

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


Persuasion defined

The most common strategy?

REQUEST

The number of strategies used?

1


Persuasion defined

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


Persuasion defined

Resistance to Persuasion

Behavioral Commitment

Anchoring - Identification

Resistant Cognitive States - Rush

Training in Critical Thinking- Hear

Inoculation Theory - Refute