COMM 318: EXAM 1
73 Cards in this Set
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Persuasion
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any message intended to shape, reinforce, or change the responses of another
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Shape
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No established pattern of responses
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Reinforce
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reinforcing currently held beliefs, attitudes, or behaviors
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Change
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affect another person's cognition, attitudes, or behavior
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Targets of Persuasion
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1. Cognitions
2. Attitudes
3. Behavior
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Persuasion Goals
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1. Shape
2. Reinforce
3. Change
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Persuasion key components
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intent
free will
symbolic
interpersonal
NOT coercive
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Attitude
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a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object
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Attitude Sources
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1. Cognitions
2. Affective/emotion
3. Past Behavior
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Attitude Characteristics
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1. Attitude accessibility
2. Attitude strength
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General Types of Conditioning/Learning Theories
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1. Behavioristic
2. Cognitive
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Behavioristic
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People are regarded as reactive victims of external rewards and punishments with no freedom of choice or capacity for self-direction
Attitude and behavior change occur automatically, without conscious human awareness
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Cognitive
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Human cognitive and interpretive processes shape external reality and determine responses to the environment
Free will is critical
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Types of Conditioning/Learning
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Classical Conditioning
Higher order Classical Conditioning
Operant Conditioning
Observational Learning
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Classical Conditioning
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(Pavlov)
Connection drawn between two events in the environment
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UnConditioned Stimulus
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stimulus that is connected inherently or by prior conditioning to some response
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Conditioned Stimulus
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initially neutral stimulus
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Higher-Order Classical Conditioning
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Classical Conditioning done twice
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Operant Conditioning
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(Skinner)
People act to maximize positive and minimize negative consequences
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Positive reinforcement
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Positive reinforcement
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Negative Reinforcement
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Punishment
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Social Cognitive Theory
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Explains how patterns of behavior are acquired and how their expression is regulated by sources of influence
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Sources of Information about Behavior Consequences
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1. Direct Experience
2. Role-Playing
3. Modeling
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Direct Experience
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Doing something yourself
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Role-playing
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Mentally placing oneself in the position of another faced with a set of circumstances
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Modeling
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Observing others
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3 functions of observation (SCT)
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1. Informational
2. Motivational
3. Reinforcement
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Stages of Observational Learning
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1. Observe a model engaging behavior
2. Identify with model
3. Realize that the observed behavior will produce a result
4. Remember the actions of the model & reproduce the actions
5. Modeled behavior is reinforced
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Theory of Attitude (formally stated)
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Attitude is equal to the sum of the individual beliefs times the evaluation of each of those beliefs
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Beliefs (Theory of Attitude)
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(0-4) do you think something will happen?
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Evaluation (Theory of Attitude)
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-3 to +3
How good or bad is it?
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Persuasion Implications
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change an existing belief
change an existing evaluation
add a new belief/evaluation pair
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Theory of Reasoned Action Components
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Attitude
Subjective Norms
Behavioral Intention
Behavior
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Subjective Norms (TRA)
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Influence of important others
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TRA Normative Beliefs
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target person's beliefs about a behavioral prescription
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TRA Motivation to Comply
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extent to which an individual wants to conform to the wishes of particular others
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Theory of Planned Behavior adds...
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Perceived Behavioral Control
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Perceived Behavioral Control
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A general estimate of the likelihood that a person could, if she or he wished, enact a particular behavior
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(TPB) Perceived Facilitations
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availability of resources
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(TPB) Control beliefs
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beliefs an individual holds regarding personal ability to carry out a behavior
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Social Norms
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expectations held by a group of people about what behavior or opinions are right or wrong, good or bad, acceptable or unacceptable, appropriate or inappropriate
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Norms are...
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Socially constructed
Re-negotiated
different from formal rules
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Collective Norms
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Entire social system level
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Perceived norms
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Individual interpretation of collective norms
Perceived
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Injunctive Norms
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Beliefs about what one should do
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Descriptive Norms
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beliefs about what is actually done by most others in one's social group
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Theory of Normative Social Behavior
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Descriptive norms influence behavior
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TNSB influence is magnified by
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1. Injunctive Norms
2. Outcome expectations
3. Group Identity
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Injunctive Norms
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Belief that important referents expect one to perform a behavior
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Outcome expectations
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Benefit to self and others
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Group Identity
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Desire to connect with a reference group
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Social Judgment Theory Components
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Anchor
Latitude of acceptance
Latitude of rejection
Latitude of non-commitment
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Anchor
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One's position or attitude
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Latitude of Acceptance
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Positions on an issue that are acceptable
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Latitude of rejection
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Positions on an issue that are unacceptable
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Latitude of non-commitment
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Positions of an issue that are neither acceptable or unacceptable
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Perceptual Judgment
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assessment of the latitude in which the advocated message falls
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Attitude shift
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a function of:
latitude of the receiver
Discrepancy of the message
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Contrast Error
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Messages falling within the latitude of rejection are perceived to be more discrepant than they actually are
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Assimilation Error
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Messages falling within the latitude of acceptance are perceived to be closer than they actually are
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Ego Involvement
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Extent to which one's personal identity is connected with one's position on an issue
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High Ego Involvement
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Narrow latitude of acceptance
Wide latitude of rejection
Narrow latitude of noncommitment
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Low ego involvement
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Wide latitude of acceptance
Narrow latitude of rejection
Wide latitude of noncommitment
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Tipping point
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one dramatic moment in an epidemic when everything can change all at once
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Social epidemic
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1. Contagious
2. Little changes
3. Change is not catalyzed slowly but in "one dramatic moment"
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Connectors
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People with a special gift for bringing the world together
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Mavens
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People with the most information
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Salesmen
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Skills to persuade when unconvinced
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Weak ties
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People you are not as close with; more important for spreading info
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Emotional Contagion
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Mimicry to infect each other with emotions
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Paul Revere
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Both a connector and a maven
His message tipped
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Stickiness
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Needs to be memorable
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Context
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Time and place is important
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COMM 318: COMM 318