JMC 1100 1st Edition Lecture 13Current LectureMedia Uses and EffectsPersuasion II: From Netflix to Jillian Michaels: What makes an effective persuasive messageTwo RoutesI. Centrala. Interested in a the topic and intellectually involved b. Carefully scrutinize the messagec. Arguments matteri. Defenses upII. Peripheral routea. Not motivated to think about the topicb. Little thought about the messagec. Secondary cues matteri. Defenses down6 principles of persuasionI. Robert Cialdinia. Decades of research on why people comply with requestsb. Scientific methods at worki. 2 million copies sold ii. NYT best selleriii. 27 different languages1. Reciprocitya. Obligation to give when you receive 2. Scarcitya. People want more of things they have less ofb. Give the benefits, what’s unique, and what they will lose3. Authoritya. People will follow the lead of credible experts 4. Consistencya. Looking for asking commitments that can be made5. Likinga. People prefer to say yes to people they likei. Those who are similarii. Give us complimentsiii. And corporate with us to similar goals6. Consensus a. Look to the actions and behaviors of others to determine their ownThese 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.Third person effectII. Is an individuals perception that the media has a stronger impact on others than on the selfa. Persuasive messagesb. Newsc. Entertainment mediaWhy does the third person effect occur?1. Self-enhancementa. Human tendency to perceive the self in ways that makes us look good or a at least betterthan other people2. Illusion of personal invulnerabilitya. Human tendency to be overconfident about the objective chances of experiencing a positive event (or avoiding a negative event)Theory of planned behaviorIII. Helps to predict and explain whether and how persuasive message (ex: anit-smoking ad) would persuade a media consumer (smoker) his/her behavior (quit smoking)a. Attitude towards behaviorb. Felt social pressure to actc. Belief in own ability to complete a task (self-efficacy)i. Lead to intention to act or not to act1. Leads to behavior if all three are
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