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PERSUASION

PERSUASION
the explicit attempt to influence beliefs and attitudes

Communication
all aspects of a message, including the source of the message, the type of message, and through what channel it moved

Message
information about some topic

Message Source
an individual or character who is presenting information about some topic

Channel of Communication
media through which information flows

Boomerang Effect
attitude changes in direction opposite to what was intended

Cognitive Responses
the thoughts that a person might develop in response to a message


SOURCE CHARACTERISTICS
our interest here is in source effects on persuasion

Source Credibility
the extent to which a source is perceived to have expertise and trustworthiness

Source Expertise
the extent of knowledge that the source is perceived to have about the subject on which s/he is communicating

Source Trustworthiness
the extent to which the source is perceived to provide information in an unbiased, honest manner

Source Physical Attractiveness

Source Likability
positive or negative feelings that people have toward a source of information


MESSAGE CHARACTERISTICS
our interest here is on the effects of the content and construction of the message on persuasion

Message Content

Message Construction

Some Factors:

  • message complexity
  • comparative message
  • one-sided, two-sided message
  • fear
  • humor
  • vividness
  • primacy vs. recency
  • repetition (cf., wearout)


Some Other Terms

Need for Cognition
measures the extent to which people have a tendency to engage in effortful cognitive activities

Attitude Toward the Advertisement
a person's general liking or disliking for the ad itself

Imagery
the extent to which an ad causes consumers to imagine their use of the product and to connect the ad to their own feelings