1. Defining Persuasion 1. Basic Ideas 2. Types of Communication Entropy
The continuum
Probability
All comm. attempts to limit choices
2. Types of Communication
Information Sharing
Education
Persuasion
Coercion
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2. Defining Persuasion (cont’d)
3. Differences between Persuasion & Understanding
He She
DP I like Oscar I don’t like
Oscar
MP She likes He likes
Oscar Oscar
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3. 4. Characteristics of Persuasion
Points of Agreement
Change
Humans
Conscious intent
Communication
Points of Disagreement
What is changed - attitude, belief, behavior
How changed
Process or act
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4. 5. Why are we persuaded? A. Philosophical Theories Random
Reasons & Causes
Cosmic Laws
Blend
B. Potential Causes
Needs - Motives (Maslow, Schutz)
Homeostasis
Stimulus-Response
Reduce Uncertainty
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5. 6. Theories a. Learning Theories d. Social Judgement
Classical conditioning
Instrumental conditioning
b. Yale Group
c. Consistency Theories
Balance
Newcomb
Congruity
Cognitive Dissonance
d. Social Judgement
e. Functional Theories
f. Attribution Theories
g. Perceptual Theories
h. Fishbein (Information
Processing)
i. Counterattitudinal Theories
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6. Key Questions What are the assumptions behind the theory?
When can it accurately predict?
What are the practical applications
of the theory?
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