COMM375 3 20 14 Unit 2 Apply Sensation Seeking o People fall into two categories High sensation seeking intense words editing etc Low sensation seeking It s about 50 50 Adolescent High Sensation Seekers are two to seven times more likely to use drugs which makes them a prime target for drug prevention campaigns Persuasion o 1 Notion of Success o 2 Goal Oriented o 3 Intent Intention to achieve goal o 4 Freedom individual free will he she has the freedom to be persuaded or not o 5 Achieved through communication we can persuade through mass media or interpersonally Media Persuasion o Communication Input Factors Source Message Channel Receiver Destination Source Factors o Credibility expertise and trustworthiness o Likeability o Similarity to the audience o Attractiveness Message Appeals o We use different appeals strategies to attract people o Sometimes they try to scare you with statistics or pictures so you stay away from harmful products EX Tobacco Protection Motivation Theory o Threat 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 o Coping Appraisal Response Efficacy perceived effectiveness of the action Self Efficacy perceived ability to perform the action Receiver Audience Factors o Audience Factors Demographics Psychographics Capacity Literacy Personality Destination Factors how we expect the effect of our persuasiveness to occur o Immediacy or Delay am I persuading you for right now or later o Prevention Cessation we can try to prevent people or cease people from doing certain things o Direct Immunization the idea that if we give info you can use the info subsequently to protect yourself Steps and Outcomes o Exposure o Attention o Recall o Cognition o Knowledge o Attitudes o Practice o Continued Practice Third Person Effect o Involves how we think other people are easier to persuade than we are ELM o Getting at how persuasive messages function but also looks at behaviors o We process these either centrally or peripherally Is it relevant Is it pertinent o 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 change If you answer NO to any of these you move to a peripheral route Really hard to move back to central route once you end up on peripheral route 03 20 2014 03 20 2014
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