Defining Persuasion
1. Basic Ideas
Entropy
The continuum
Probability
All comm. attempts to limit choices
2. Types of Communication
Information Sharing
Education
Persuasion
Coercion
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Defining Persuasion
(cont’d)
3. Differences between Persuasion &
Understanding
He
DP
I like Oscar
MP
She likes
Oscar
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She
I don’t like
Oscar
He likes
Oscar
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4. Characteristics of
Persuasion
Points of Agreement
Change
Humans
Conscious intent
Communication
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Points of Disagreement
What is changed attitude, belief,
behavior
How changed
Process or act
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5. Why are we persuaded?
A. Philosophical
Theories
Random
Reasons & Causes
Cosmic Laws
Blend
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B. Potential Causes
Needs - Motives
(Maslow, Schutz)
Homeostasis
Stimulus-Response
Reduce Uncertainty
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6. Theories
a. Learning Theories
Classical
conditioning
Instrumental
conditioning
b. Yale Group
c. Consistency Theories
Balance
Newcomb
Congruity
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d. Social Judgement
e. Functional Theories
f. Attribution Theories
g. Perceptual Theories
h. Fishbein (Information
Processing)
i. Counterattitudinal
Theories
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Key Questions
What are the assumptions
behind the theory?
When can it accurately predict?
What are the practical applications
of the theory?
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