1. From Groups to Persuasion
HUMAN COMMUNICATION
From Groups to Persuasion

2. Review of Interpersonal Communication
How does popular culture use schemas to draw in audiences?
How do politicians use Self identity to draw in voters?
What flaws do you see in the theories we discussed? Any?

3. Group Communication
Tell me about the groups you have been a part of

4. Group Development Theory (Tuckman)
Forming Stage
Seek information, careful
Storming Stage
Conflict
Norming Stage
Cohesion
Performing Stage
Focus on objectives
Adjourning Stage
Disbands

5. Groups Task vs. Social Focus Functional Theory
Understanding the problem
Est. of goals
ID alternative realistic proposals
Evaluate Alternatives
Groupthink!! Does it happen?

6. Persuasion Dates back to Aristotle and rhetoric
Directed social influence
A communication effort aimed at changing attitude, intention or behavior
Shape, reinforce, or change
Is it propaganda?
One vs. Two-sided messages

7. Attitude
Derived to motivate behavior in order to exert effects at various stages of processing
Attitudes are processed according to a set of processing elements
Awareness is not the same as attitude
Derived from a indirect and direct experiences

8. Attitude Three classes (Eagley & Chaiken, 1993)
Cognitive- all thoughts
Affective- feelings and emotions
Behavioral- actions with respect to the attitude object
How does what we talked about Monday come into play with attitudes?

9. Sources Credibility Similarity Physical Attraction
Of source/ speaker
Of evidence and novelty
Competence and character
Similarity
Physical Attraction
Social Attractiveness- you would like them
List 5 who are credible to you and 5 non-credible
Who is the best source for a message?

10. Selectivity Selective exposure- exposure to messages similar
Selective attention- do we pay attention?
Selective retention- remember those that are meaningful
Selective perception- alter the meaning to fit you
Do we do this?

11. Theory of Reasoned Action
Fishbein & Ajzen, 1980
Predict behavioral intentions
Intention is the best indicator of action
Attitude-
Sum of beliefs about performing behavior
Evaluation of beliefs
Subjective Norms
Social appropriateness and pressures

13. Theory of Planned Behavior
Ajzen 1985
Stemmed from TRA
Perceived Behavioral Control added (efficacy)
Intention versus confidence
“A general rule, the more favorable the attitude and the subjective norm, and the greater the perceived control the stronger should the person’s intention to perform the behavior in question”

15. Elaboration Likelihood Model
Two routes of persuasion
Central- persistent and resistant to change
Peripheral
Limited capacity to process information
We react based on whether we are
Motivated to process (involvement, info relevance)
Able to process (cognitive capacity)
Have pre-existing positive or negative attitudes

17. Need for Cognition
Need to structure a situation in a meaningful way to help them understand the complex world they live
Cacioppo & Petty (1982) “tendency to engage and enjoy thinking”
High NFC- intrinsically motivated and will seek complex tasks
Low NFC-rather avoid effortful, cognitive work required to derive attitudes based on merit
High scrutinize and low will be persuaded peripherally

18. Monday Read articles Take NFC test
We will discuss a case study applying the theories of persuasion and looking at their positives and negatives

19. HAPPY 4TH OF JULY!!
Enjoy your weekend!