COMM 318 1st Edition Lecture 12Outline of Last Lecture I. HSMII. The UnimodelOutline of Current Lecture II. Message Learning ApproachCurrent LectureMESSAGE LEARNING APPROACHI. IntroductionA. attitude involves a chain of responses:1. attention to the persuasive message2. comprehension of its content3. acceptance or yielding to what is comprehended4. retention of the position agreed toII. AssumptionsA. a message receiver must learn the arguments in a message for change to occurB. a message receiver must remember the arguments if change is to persist over timeC. yielding to a persuasive argument is determined by incentivesIII. “who says what in which channel to whom with what effect?”A. source=whoB. message=whatC. channel=mediumD. receiver=to whomE. attitude change=what effectIV. Source CuesA. what is it about some people that makes them so persuasive to us?B. some people are considered persuasive just because of who they areV. CredibilityA. it is perceived1. what is credible to some, is not to others2. it can be fabricatedB. it is situational1. one can be a credible source about some topics but not othersC. it is dynamic1. perceptions of source credibility can change over timeD. what perceptions make up credibility?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.1. expertise• perceptions that a source is well informed about a particular topic• in general we accept advice from “experts”• caveat: when being expert is not enough • if our audience perceives us to be experts we must act like experts• how can perceptions of expertise be increased?• identify one’s credentials to speak about a topic• titles, experience, certification/education• cite sources for evidence• nonverbal behavior • disfluencies in speech• speaking rate• vocal variation• confidence• how do researchers examine the effects of expertise?• manipulate training, experience or occupation—and compare with someone without “training”• look at nonverbal behavior—and how it influences credibility• boomerang effect can occur when experts don’t have facts• experts should act like experts• more likely to be persuaded when expert has facts2. trustworthiness• perception that a source will tell what he or she believes is the truth• honesty & integrity• trust can be as important as expertise• in some instances, trust may be a more important factor • how can perceptions of trustworthiness be increased?• speak against your own best interest (I shouldn’t tell you this but…)• signs/symbols of trustworthiness• better logos • association with other trustworthy sources• overheard messages• we are persuaded by messages we were not supposed to hear• reduces defensiveness and counter-arguing• reduces perceptions of ulterior motives3. other facts about credibility• often, all the components of credibility will not exist in the speaker***people are EITHER expert or trustworthy***• expertise & trustworthiness are relative• expertise and trustworthiness do NOT have to be related• we may think someone is an expert, but not trust them***someone can be expert without being