COMM 105 1st Edition Lecture 8Outline of Last Lecture - Study Guide for Test 2Outline of Current Lecture 1. For your consideration2. Persuasion3. Dual Process Models4. Political Advertising5. 6 Keys to Persuasion 6. Modeling ApproachesCurrent LectureChapter 9 – PersuasionFor Your Consideration- What theories explain how we are persuaded by media? How have new media technologies altered our view of these technologies?- Are we more easily persuaded by substance or by style? Does it matter?- Do you have to believe that you can do something in order to be persuaded to do it?- Do emotional appeals affect us and how can these appeals be made more powerful by new media?Persuasion = getting someone to look at an issue from an angle that they haven’t beforeDual Process Models- In persuasion, we often think about the Elaboration Likelihood Modelo We tend to think in terms of: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.o Central Processing – when the information is important to us, we pay attention to the argument This is rare because you have to sit, concentrate, decipher and decide about what you see.o Peripheral Processing – when the information isn’t important to us, we pay attention to the presentation  When you tend to get distracted  Heuristics = used to distract audiences and advertising relies on them- Example: why do some beer commercials use loud music and hot girls in their commercials and others talk about their method of making beer? Because companies like Natty Light want to distract you or hide their beer making process from you and Sam Adams is good beer and is proud of their process.- Example: McDonald’s sells cheap meals that kids love and family meals through their heuristic use of Ronald McDonald. Rarely do they talk about the ingredients in their food. Ronald distracts us from the central message.- One persuasion model is the Heuristic Systematic Model, in which we can think of heuristics as similar to peripheral cueso Attitudes that are persuaded via heuristics tend to be must less stable… but are stable persuasion always the way to go?o Distractions aren’t just used in advertising Example: when you stumble on your words in front of an attractive person- Others approach persuasion in terms of behavioral intentions, such as the Theory ofReasoned Action and the Theory of Planned Behavioro Theory of Reasoned Action – messages influence attitudes and intentions, but not necessarily actions Altered attitudes = they want to change their behaviorso Theory of Planned Behavior = self-efficacy moderates behavioral changes. This is harder because they have to have a degree of control over the changeso Changing attitudes is not enough to change behaviors, though Example: addiction. They need to feel that they have control over their ability to change and they need to think that they can complete the task, physically and psychologicallyPolitical Advertising- Kennedy and Nixon debate was the first time it mattered how a president acts and what they look like on TV.o For people who watched the debate online, people said that JFK won because Nixon looked very uncomfortable and he was sweaty.o For people who listened to the debate on the radio, they said Nixon won because there were less heuristics to distract them.6Keys to Persuasion: Noted persuasion scholar Robert Cialdini proposes these keys to persuasion- Reciprocity – someone does something nice for you and you feel that you should do something nice for them in returno Example: When you get a food sample in the mall or at the grocery store you feel that because they gave you something you should buy from their restaurant of the product that you sampled because you will feel guilty if you don’t.- Social Proof (or consensus)– if people like it, I will too. People follow the crowdo Example: Bandwagon fans – they only like the teams that win- Liking – we’re more likely to be persuaded to do something if its pitched to you from someone you like.o Example: Car salesmen strike up personal conversations with you to build a relationship with you- Scarcity – people are more likely to buy something if they feel that the supply is running low and they have to act now. They desire to have those things that they think they can have less of. o Example: infomercials- Authority – People trust authority figures even if they know they are just acting as an authority figureo Example: actors in white coats in pharmaceutical commercials - Consistency – if we’ve bought it before we’re more likely to buy it again o Be congruent with values and what we say we’re going to doModeling Approaches- Exemplification Theory (CHS) is also important here, as individuals tend to remember information that’s more novel or uniqueo Single observations people base opinions on; sometimes ignoring facts.- Social Learning Cognition Theory – we learn through examples of otherso Example: Parents are role models to their