Comstrat 312 1nd Edition Lecture 15 Outline of Last Lecture 1. Some research generalities2. Agenda setting, framing and priming3. Decision making processOutline of Current Lecture 1. Graph2. Elaboration likelihood model3. Public relations segmentationCurrent Lecture1. Grapha. Desiredi. High involvement and high supportb. Motivation lackingi. Low involvement and lack motivation but are favorablec. Undesiredi. High involvement but opposed to you1. Republican vs. democrat d. Sleeping dogs2. Elaboration Likelihood Model (ELM)a. Persuasive message-motivation/ability to process- yes/noi. Yes1. Argument elaboration (scrutinize) 2. Central route processing3. Attitudesa. Relatively enduringb. Resistant to changec. Predictive of behaviorThese 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.4. High involvement- you careii. No1. Peripheral cues (persuasive context) 2. Peripheral route processing (heuristics) 3. Attitudesa. Less enduringb. Less resist to changec. Less prediction of behavior4. Low involvement- you don’t really care 3. Public relations segmentationa. Background ideasi. Systems theory1. Organizations viewed as systemsa. Set of interacting units (where they exchange information and the like with their environments)2. Conceptualization of organizationsa. Typicalb. Systems theory3. Key concept: dependencies and linkages b. Systems
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