COM 380

Question	Answer
Source Factors: What are they?	Physical Attractive-ness, Similarity, Expertise
Source Factors: Similarity, Expertise, Physical Attractive-ness - When do you use them?	Similarity: We look for similarity in our attitudes, morality, background, and appearance. Expertise: makes the source credible because you assume they are trustworthy/sincere. Attractiveness: good to get attention and associate product with attraction ("halo effect"), but bad b/c could cause jealousy and persuasion could be short lived.
Usually the receiver matters most when you are trying to persuade someone. Source matters most when:	Audience knows little about the topic. Also when audience has low involvement (motivation to learn more about the topic) and low ability (ability to think critically ~ aka they are unintelligent).
How important is the receiver in the art of persuasion?	The receiver is most important. The Source, Channel, and Message are secondary (UNLESS: Source is most important when audience knows little about subject and has low motivation and low ability).
There are three theories on how receivers get messages. They are:	Elaboration Likelihood Model (ELM), Cognitive Dissonance, and Social Judgement Theory (SJT)
Elaboration Likelihood Model: What is the goal?	To match the receiver's way of processing with the cue (aka the message itself)
Elaboration Likelihood Model: You must first think about the receivers ____ and _____.	The receivers traits (characteristics) and states (situations they are in).
Elaboration Likelihood Model: Central Processing and Cues	People who CENTRALLY PROCESS information have HIGH MOTIVATION (desire to learn about message). You must provide a message with CENTRAL CUES.
Elaboration Likelihood Model: Peripheral Processing and Cues	People who PERIPHERALLY PROCESS information have LOW MOTIVATION (to learn more about message information) and therefore you should craft a message with PERIPHERAL CUES.
ELM: Types of Central Cues	People who centrally PROCESS engage in deep thought. CENTRAL CUES should have stats/evidence and real expert testimony.
ELM: Types of Peripheral Cues (SCHEMES)	They are all heuristics and scripts. Here are the types of peripheral cues: sex, humor, "expert" testimony in a white lab coat, music, color/lighting, pseudo evidence, attractive source
ELM: Central Cues are use for ____ ads, and Peripheral Cues are used for ____ ads.	Central: Print Ads Peripheral: TV/Radio
NOTE: ELM does NOT try to change receiver's opinion ~ it only tries to MATCH the way a person (receiver) PROCESSes WITH the CUES of the messages.	Make sure you know this!
Cognitive Dissonance explains how receiver processes information. When does this occur?	Occurs when receiver has two conflicting opinions/beliefs or behaves in a way that contradicts their attitudes. Ex: Smoking is bad for you but you smoke anyways.
Cognitive Dissonance: When you experience it, what happens?	You are motivated to reduce it.
Cognitive Dissonance: There are 4 ways to reduce it ~ REMEMBER: "DARE" yourself to reduce it	D- denial A- Attitude/Behavior Change R- Rationalize E - expenditure of effort
Cognitive Dissonance: What is Expenditure of Effort (darE)	When you tell yourself the END GAIN is WORTH the MEANS. Ex: You and your boyfriend get in a nasty fight but you will yourself to say the benefit of being with him is worth it.
Social Judgement Theory: ALWAYS think of two things when you think of SJT	Receiver's ANCHOR and persuader's POSITION
SJT: explains how?	receiver compares messages (or positions) to their anchors (beliefs, attitudes, and values). ANCHORS are already established when messages/POSITIONS are received.
SJT: Message POSITION will always fall in 1 of these 3 categories, depending on the receiver's ANCHORS	1) Latitude of Acceptance (positioning messages here does not count as persuasion) 2) Latitude of Non Commitment (where you should aim to position your messages if you're looking to persuade) 3) Latitude of Rejection (almost impossible to persuade someone when your message is positioned here)
SJT: Two ways to POSITION your message are...	CONTRAST: show how the opposition's position is much closer to their latitude of rejection that your position. ASSIMILATE: appear as close as possible to the receiver's latitude of acceptance ("my position is actually not that far from what you're willing to accept").
THE NEXT CARDS ARE RELATED TO MESSAGE FACTORS.	This is the end of receiver processing.
Message Factors: Three Elements within Messages are	Logos (logic) Pathos (emotion) Ethos (source charisma)
How does evidence/vividness affect message quality?	Evidence (logic) and Vividness (emotion) should BOTH be incorporated into messages whenever possible. It is the strongest approach.
Three Principles of Creating Strong Messages:	association, inoculation theory, and distraction
Message Factors: Association Principle	Link your brand (message) to emotion or attractive source ("halo effect" as discussed in source factors). This is usually done in a POSITIVE way. Ex: Gucci using Kate Moss in commercials (makes sense). BEST TO USE WHEN: Receiver has love involvement (motivation to know about the brand) and low ability (to process deep information).
Message Factors: Inoculation Theory	Create Resistance in Persuasion. Touch on counter arguments to strengthen your own. Ex: Person runs for office who has been in prison needs to address his crimes to take power away from opponents who will attack his criminal record. (Bring up some of your faults in order to defend your position).
Message Factors: Distraction	Always used when you have an inferior product (it is very similar to association, but association is more positive). Ex: Bud Weiser does not want you to think about its inferior quality so it distracts you with funny ads.
Motivational Appeals (6 Types)	Fear, Guilt/Pity, Humor, Sex Appeal, Warmth, Ingratiation
motivational appeal of FEAR has four models associated with it. They are...	Drive Model, Curvilinear Model, PMT, and EPPM
Motivational Appeal of FEAR: DRIVE MODEL	The more fear, the more persuasion.
Motivational Appeal of FEAR: CURVILINEAR MODEL	Moderate Fear = More Persuasion (drive model = too much fear)
Motivational Appeal of FEAR: PMT (know the five steps)	severity of threat, vulnerability to threat, efficacy, self efficacy, address the cost. (obesity example)
Motivational Appeal of FEAR: EPPM (extended parallel processing model)	Fear Control vs. Danger Control - you can not just control fear (not enough), must control danger as well.
Motivational Appeal: GUILT/PITY	Guilt: purposefully make receiver feel responsible either by action or inaction (not too much or it will be ignored ~ "arms of an angel" commercial). Pit: vividness (emotion) as compared to exploitation.
Motivational Appeal of HUMOR:	Superiority (laughing at someones misfortune), Incongruity (punch line), (comic) Relief ("thank god for alcohol haha"~ proceed to go and drink whole bottle)
Motivational Appeals (final three) SEX APPEAL, WARMTH, INGRATIATION	Warmth (loving), Ingratiation (likability of source/association/halo effect)
The field of Health Communication & Compliance Gaining	FRAMING: Positive or Negative medical framing. (-) is usually more effective, especially with HIGH involvement/motivation (+) better with there is LOW involvement/motivation. EXPOSURES: repeated messages are best at getting point across ONE VS TWO SIDED ARGUMENTS: two sided says "if you do what i say then" and "if you dont then" ~ this is more effective than one sided "do what I say." ----- Health Communication is a growing field.
Sequential Influence Tactics (6 of them)	1) Foot in the Door 2) Door in the Face 3) Pre-giving 4) Bait and Switch 5) "That's not all" 6) Low Balling
SIT: Foot in the Door	Asking for something small, then asking for the larger thing ~ "Can I come stay with you when I visit." "YES" ~ once you arrive: "Oh I'm actually coming for a month"
SIT: Door In the Face	Asking for a large thing, then asking for a small thing. EX: Can I come stay with you for a month? Actually can I sleep in your bed and not the couch.
SIT: Pregiving	"Norm of Reciprocity" ~ If I give you something, eventually you can give me something (AKA the whole show of House of Cards)
SIT: Low Balling	Get them to agree then up the ante. Ex: Will you come with me to get my nails done (but you don't say "and hair, and eyebrows").
SIT: That's Not All	Here are all the benefits, NOW will you commit? Ex: There's a great party tonight its at this hot guys house. There is gonna be free booze. Oh and I need to bring a friend will you come?
SIT: Bait and Switch	I'm leading you to believe you're going to get something so you say yes. Then I give you something else. Ex: come on a date with my boyfriend and his hot brother. But you actually get the not so hot cousin for a date.
Compliance Gaining: BEFORE you try to gain compliance, consider these things	Dominance: are you in charge or are they in charge? Attraction: can you use this to your benefit? Involvement: Does the person have a high or low involvement (motivation)? Situation: what's the sitch.
Compliance Gaining Strategies	Promise/Threat Rational/Emotional Pregiving/Debt Self Feeling Esteem Manipulation
Compliance Gaining Goals	PRIMARY: gain compliance by whatever means (card before) SECONDARY: deal with consequences of the compliance gaining tactic you used (ex: if you threaten someone they will be mad at you and you will need to deal with it).
Receiver Factors: Self Monitoring in Persuasion	If I have a HIGH self monitor I am always thinking about society/others. Ex: I am thin because other people are bigger than me. If I have LOW self monitors I define myself by who I am. Ex: I am thin because I know I am.
Receiver Factors	High Self Monitoring = you care about what other people think (define yourself in terms of it) Low = you are who you are regardless of others

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	Created by Alex Shadrow about 10 years ago