COMM 1000 1nd Edition Lecture 18 Outline of Last Lecture I. Masculinity/FemininityII. Uncertainty AvoidanceIII. ChronemicsIV. Intercultural Communication PrinciplesV. Verbal MessagesVI. Nonverbal Messages Vary CulturallyVII. Intercultural Interaction/ContactVIII. BarriersIX. EthnocentrismX. Stereotyping is a generalization based on limited experienceXI. Polarization and the InternetOutline of Current Lecture XII. Effects of Intercultural CommunicationXIII. PersuasionXIV.Potential InfluenceXV. Attitude-Behavior LinkXVI. What Makes Persuasion EffectiveThese 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.XVII. Source CharacteristicsA. CredibilityB. SimilarityC. AttractivenessXVIII. Message CharacteristicsA. Positive EmotionB. EvidenceC. Fear AppealD. One SidedE. Two SidedXIX. More StrategiesXX. Persuasion TheoriesXXI. Balance TheoryXXII. Cognitive Dissonance TheoryCurrent LectureEffects on Intercultural Communication-- On the individual1. Most individuals have little personal intercultural contact; overall, opportunities for contact are increasing2. Long term contact seems to increase cultural tolerance of exchange studentsPersuasion: The psychology of influence-Persuasion-- Any attempt to influence our attitudes, beliefs and behaviors- Why do we use persuasion?1. Advertising/marketing2. Public relations3. Interpersonal interactionsPotential Influence-- Belief/Cognition- factual information you holdo A “truth” held by a person about something Knowledge/factual info; primarily cognitive- Attitude- more of a feeling, more emotional/affective gut reactiono A person’s evaluation of something Stable disposition; mostly affective- Behavioro Overt response to somethingAttitude-Behavior Link-- Complex relationship.o Multiple attitudes involved Drinking to excess causes nausea, headaches, worse It’s “fun” in the moment Peer pressureo Situational factors also importantWhat makes persuasion effective?-- $$$ The Million Dollar Question- Two kinds of strategies:o Source characteristicso Message characteristicsSource Characteristics-- Credibility (believability)o Expertise- perception of being an expert Amount of training, knowledge, experience that source has on topic.o Trustworthiness How honest or unbiased the source is perceived to be.- Similarity (same age, lifestyle, gender, attitudes)o Shared characteristics between source and receiver- Attractiveness (liking)Message Characteristics-- Positive Emotiono Vivid message designed to arouse positive feelings. How? Colorful pictures Vivid descriptions Stories Humor- Evidenceo Factual statementso Statisticso Testimonialso Eyewitness reports- Fear appeal (only effective when)o Threat is seriouso Threat is likely to happen to themo Specific steps give to ward off dangero Received(s) are able to follow steps- One-sides vs. Two-sides messages o Do we present out own side only or present both and attach opposing view? It depends- One sided if:o Audience agrees alreadyo No controversyo Low familiarity- Two-sides if:o Audience disagreeso Controversial topico High familiarityMore Strategies-- Foot-in-Door- first request something small, then make the larger requesto Research shows that once people comply with a small request, they’re more likelyto comply with the larger- Door-in-Face- start with large request that you know you will be rejected then move to smaller requesto This strategy is also effectivePersuasion Theories-- Theories of consistency-- A basic human need- Seek out situations which are consistent- Inconsistency leads to stress- Motivation to reduce stress- Inconsistency, however, is all around usBalance Theory-- If we have something in common with someone then we are going to relate with them strongly- To maintain balance- If Jerome and Sue both like paintball they are going to end up liking each other- Likewise, if Sue is in Jerome’s class and asks questions that Jerome thinks are stupid- If Sue talks about liking paintball and Jerome has never played then Jerome is not going to like it even moreCognitive Dissonance Theory-- We have a need for consistencyo (beliefs/cognitions, attitudes, behaviors)o “dissonance” is uncomfortable feeling caused by inconsistency in the aboveo Motivated to reduce it- How do we reduce dissonance?o Add consonant cognition/beliefo Alter importance of cognition/beliefo Change behavior (the one we do least often)- Example: Sun exposure can lead to skin cancer (belief/cognition) I sun tan every chance I get (inconsistent behavior leads to dissonance) What can I do?o Add consonant cognition/Belief:– But I wear sunscreen so I am protected!o Alter importance of cognition/belief– I’m not really worried about skin cancer. I get tan easilyo Change behavior:– Stop sun