Apply Sensation SeekingPeople fall into two categoriesHigh sensation seeking – intense words, editing, etc.Low sensation seekingIt’s about 50/50Adolescent High Sensation Seekers are two to seven times more likely to use drugs (which makes them a prime target for drug prevention campaigns)Persuasion1) Notion of Success2) Goal Oriented3) Intent/Intention to achieve goal4) Freedom (individual free will) – he/she has the freedom to be persuaded or not.5) Achieved through communication – we can persuade through mass media or interpersonally.Media & PersuasionCommunication Input FactorsSourceMessageChannelReceiverDestinationSource FactorsCredibility (expertise and trustworthiness)LikeabilitySimilarity to the audienceAttractivenessMessage AppealsWe use different appeals/strategies to attract people.Sometimes they try to scare you with statistics or pictures so you stay away from harmful productsEX -> TobaccoProtection Motivation TheoryThreat AppraisalAppraisal Threat of Smoking is Lung Cancer, Death,WE LOOK AT Threat Severity – Perceived SeverityWE LOOK AT Threat Vulnerability – Perceived SusceptibilitySeverity and Susceptibility are two ways that we perceive threats.Coping AppraisalResponse Efficacy: perceived effectiveness of the actionSelf-Efficacy: perceived ability to perform the actionReceiver/Audience FactorsAudience FactorsDemographicsPsychographicsCapacityLiteracyPersonalityDestination Factors – how we expect the effect of our persuasiveness to occur..Immediacy or Delay – am I persuading you for right now or laterPrevention/Cessation – we can try to prevent people or cease people from doing certain thingsDirect/Immunization – the idea that if we give info you can use the info subsequently to protect yourself.Steps and OutcomesExposureAttentionRecallCognitionKnowledgeAttitudesPracticeContinued PracticeThird Person EffectInvolves how we think other people are easier to persuade than we areELMGetting at how persuasive messages function but also looks at behaviorsWe process these either centrally or peripherallyIs it relevant? Is it pertinent?Persuasive Communication -> Motivated to Process -> Ability to Process -> Nature of Cognitive Processing (favorable, unfavorable, neutral) -> Cognitive Structure Change -> Central Positive attitude change OR Central Negative attitude changeIf you answer NO to any of these you move to a peripheral routeReally hard to move back to central route once you end up on peripheral route.COMM375: 3/20/14 Unit 2-Apply Sensation Seeking oPeople fall into two categoriesHigh sensation seeking – intense words, editing, etc.Low sensation seekingIt’s about 50/50Adolescent High Sensation Seekers are two to seven times more likely to use drugs (which makes them a prime target for drug prevention campaigns)-Persuasion o1) Notion of Success o2) Goal Orientedo3) Intent/Intention to achieve goalo4) Freedom (individual free will) – he/she has the freedom to be persuaded or not.o5) Achieved through communication – we can persuade through mass media or interpersonally.-Media & Persuasion oCommunication Input FactorsSourceMessageChannel ReceiverDestination-Source FactorsoCredibility (expertise and trustworthiness)oLikeabilityoSimilarity to the audienceoAttractiveness-Message Appeals oWe use different appeals/strategies to attract people.oSometimes they try to scare you with statistics or pictures so you stay away from harmful productsEX -> Tobacco -Protection Motivation TheoryoThreat Appraisal Appraisal Threat of Smoking is Lung Cancer, Death,WE LOOK AT Threat Severity – Perceived Severity WE LOOK AT Threat Vulnerability – Perceived Susceptibility Severity and Susceptibility are two ways that we perceive threats.oCoping Appraisal Response Efficacy: perceived effectiveness of the actionSelf-Efficacy: perceived ability to perform the action-Receiver/Audience FactorsoAudience FactorsDemographicsPsychographicsCapacityLiteracyPersonality-Destination Factors – how we expect the effect of our persuasiveness to occur..oImmediacy or Delay – am I persuading you for right now or lateroPrevention/Cessation – we can try to prevent people or cease people from doing certain thingsoDirect/Immunization – the idea that if we give info you can usethe info subsequently to protect yourself.-Steps and OutcomesoExposureoAttentionoRecalloCognitionoKnowledgeoAttitudesoPracticeoContinued Practice-Third Person EffectoInvolves how we think other people are easier to persuade than we are-ELMoGetting at how persuasive messages function but also looks atbehaviorsoWe process these either centrally or peripherallyIs it relevant? Is it pertinent?oPersuasive Communication -> Motivated to Process -> Ability to Process -> Nature of Cognitive Processing (favorable, unfavorable, neutral) -> Cognitive Structure Change -> Central Positive attitude change OR Central Negative attitude changeIf you answer NO to any of these you move to a peripheral routeReally hard to move back to central route once you end up on peripheral
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