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UA COMM 318 - THEORIES OF PERSUASION
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COMM 318 1st Edition Lecture 4Outline of Last Lecture I. Conditioning & LearningOutline of Current Lecture II. Conditioning & Learning Continueda. Operant Conditioning III. Social Cognitive TheoryCurrent LectureCONDITIONING & LEARNINGI. Conditioning and LearningA. attitudes are learned in multiple waysB. learning: a relatively stable change in behavior that results from prior experiences C. conditioning: to cause to respond in a specific manner to a specific stimulusII. General Types of Conditioning/Learning TheoriesA. behavioristic (S-R)1. people are regarded as reactive victims of external rewards and punishments with nofreedom of choice or capacity for self-direction2. attitude and behavior change occur automatically, without conscious human awarenessB. cognitive (S-O-R)1. human cognitive and interpretive processes shape external reality and determine our responses to the environment2. free will is critical III. Classical Conditioning1. occurs when a connection is drawn between two events in the environment2. the main idea is that a UCS(Unconditioned Stimulus)-CS(Conditioned Stimulus) pairing is created and eventually the CS alone elicits the UCR (which becomes the CR)• the CR is the result of conditioning rather than of an inherent link between stimulus and response3. STEPS in classical conditioning These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.• UCS= a stimulus that is connected inherently or by prior conditioning to someresponse (salivating by eating)• CS=initially neutral (meaningless) stimulus (bell)• if the CS and UCS are presented together, after a period of time, the CS alone elicits the UCR—which is the termed the CR (Conditioned Response) ex:UnConditioned Stimulus- FOODUnConditioned Response- SALIVATION (food naturally causes dog to salivate)Conditioned Stimulus- BELL (bell and food are presented together)Conditioned Response- SALIVATION (over time, through pairing, the bell alone also causes the dog to salivate)ex:Classical Conditioning & Persuasion (Rollback Man Sale)UCS=Smiley FaceUCR= Positive AffectCS=“Rollback” SaleCR=Pairing the smiley face with a “rollback” sale leads to a positive evaluation of the saleB. classical conditioning & attitude formation1. attitudes might be acquired by classical conditioningex: attitude toward a sports teamUCS=your friendUCR=positive evaluation of your friendCS=particular sports team (teams logo on hat)CR=pairing of your friend wearing a hat with a team logo-over time-leads to a positive evaluation of the teamC. classical conditioning & persuasive messages ex:UCS= rattlesnakeUR=fear/painCS=down power linesCR=response to rattlesnake (fear/pain) is evoked by the down power lines D. higher-order classical conditioning 1. works the same way as classical conditioning 2. however:• a conditioned response is transferred to a different conditioned stimulus 3. STEPS in higher-order classical conditioning• CS= “rollback” sale• prior to previous conditioning, the notion of a “rollback” sale was meaningless• CR=perception of value• CS=paired and presented together• CR=positive evaluation of the value of an itemE. higher-order classical conditions & persuasionex: “value” menu itemsCS=“value”CR=positive evaluationCS=menu itemCR=pairing of the word “value” with a food item leads to a positive evaluation of the items price IV. Operant Conditioning (Skinner)A. based upon the idea that people act to maximize positive and minimize negative consequences B. reinforcement is key1. positive (reward)2. negative (reprimand/punishment)C. we adhere strongly to attitudes that yield rewards and reject attitudes that result in punishment D. operant conditioning and persuasion1. intended to encourage a behaviora) repeated rewards for a response increase the likelihood of that responseex: frequent shopper reward cardsdiscounts for bulk purchases 2. coupons are positive reinforcement E. negative reinforcement1. intended to discourage a behaviora) negative reinforcement decreases the likelihood of that response ex: “late” feesfees for luggage checkingcharges for splitting mealsSOCIAL COGNITIVE THEORYI. Bandura ’ s Social Cognitive Theory (formerly: Social learning Theory)A. explains how patterns of behavior are acquired and how their expression is continuously regulate by both self- and other-generated sources of influence1. cognitive (S-O-R) theoryB. assumptions:1. there are limits to what can be learned via trial-and-error2. through observing others, individuals gain information about • how to enact a behavior• the social consequences associated wight he behavior • smoking, drinking & drivingC. CASE 1: “Buzzed Driving IS Drunk Driving”1. campaign goals: drunk driving prevention• although drunk driving prevention campaigns were successful, many people confused the message to be targeted at overtly drunk drivers, and not them. • when decision time came they would consider themselves merely “buzzed” and get behind the wheelD. consequences of behavior1. direct experience2. role-playing• mentally placing oneself in the position of another who is faced with a specified set of circumstances 3. modeling• observing the consequences of others’ behavior E. observation1. observation of others modeling a behavior is key to social learning2. observation serves three important functions• reinforcement function• strengthens the connections between previously learned behaviors and their consequences • informational function• allows hypothesis testing about the outcomes associated with a behavior • motivational function• establishes a value for a behavior and incentive to enact (or not enact) the behavior F. CASE 2: Emergency Preparedness 1. campaign goal: the emergency preparedness campaignsII. Stages of Observational LearningA. observe a model engaging in behaviorB. identify with the modelC. realize that the observed behavior will produce a particular resultD. remember the actions of the model & reproduce the actions in the correct situationsE. model behavior is reinforced (by achieving the same outcome as the model) F. CASE 3: Commercial Applications1. axe body spray2. slap chop3. l’oreal hair colorG. observational learning & persuasion1.


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UA COMM 318 - THEORIES OF PERSUASION

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