COMM 105 1nd Edition Exam # 3 Study Guide Chapters: 9-11, 13Chapter 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 Model Elaboration Likelihood Model – a model of human perception that states that we take in information in two separate ways: central or factual arguments, and peripheral, or secondary stimuli.o We tend to think in terms of:o Central Processing – when the information is important to us, we pay attention tothe 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- Heuristics – cognitive shortcuts that we use to process information very quickly.- 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 isgood beer and is proud of their process.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.- 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 cues Heuristic Systematic Model – a similar model to ELM, but on that argues e are more likely to use peripheral information if we cannot or do not want to expend energy on processing a message. o 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 of Reasoned 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 behaviors Theory of Reasoned Action – a model of persuasion that offers that messages influence attitudes and subjective norms, which influence behavioral intentions, which then may or may not lead to behavior change.o Theory of Planned Behavior = self-efficacy moderates behavioral changes. This is harder because they have to have a degree of control over the changes Theory of Planned Behavior – a model similar to Theory of Reasoned Action but with the added argument that self-efficacy moderates the processo 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 becausethere were less heuristics to distract them.6 Keys 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 feelthat 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 children.- Social Learning Theory Modelo Attention – a person must devote their cognitive resources to the behavior beingmodeled Focusing on a stimuluso Retention – a person must remember key features of the behavior being modeled Placing information in our memory for future use Motor Reproduction – the ability of someone to reproduce a behavior they have observed and retained.o Motivation – a person must be internally or externally encouraged to reproduce the behavior being modeled  The perception of positive or negative outcomes that will follow a behavioro Reproduction – a person must be able to cognitively or physically reproduce the behavior being modeled.Chapter 10 -