Communication Lecture 8: Persuasion

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Questions and Answers

Which statement best describes the nature of persuasion?

Persuasion relies solely on emotional appeals.

Persuasion is effective only in one-time interactions.

Persuasion is an interactive process involving both the persuader and the audience. (correct)

Persuasion aims to coerce individuals into compliance.

What does the Social Judgement Theory suggest about changing attitudes?

Arguments falling within latitude of acceptance can facilitate attitude change. (correct)

Only extreme arguments can change someone's anchor.

An audience's initial beliefs are irrelevant to persuasive efforts.

Persuasion is most effective when arguments are presented too close to the audience's beliefs.

Which of the following is NOT a characteristic of ethical persuasion?

It avoids coercion and forced compliance.

It aims to influence lives in worthwhile ways.

It is focused on the manipulative use of information. (correct)

It respects the audience's existing beliefs.

How does ego-involvement affect persuasive communication?

High ego-involvement causes individuals to dismiss arguments outside their anchor. Signup and view all the answers

Which of the following best describes a characteristic of incremental persuasion?

It is dependent on multiple interactions over time. Signup and view all the answers

What describes the tendency to assess someone's behavior primarily based on their personality rather than the situation they are in?

Fundamental attribution error Signup and view all the answers

Which influencing technique involves the target being aware of the influencing intention but still complying or obeying?

Forcing Signup and view all the answers

How does manipulation differ from convincing in terms of awareness?

Manipulation involves a lack of awareness of intention by the target. Signup and view all the answers

What key aspect of persuasion is characterized by exposure to bias through confirming information?

Confirmation bias Signup and view all the answers

In the context of the Elaboration Likelihood Model, which route is typically associated with the most lasting attitude change?

Central route Signup and view all the answers

What is a common consequence of manipulation as an influencing technique?

Targets may become immune to future convincing. Signup and view all the answers

Which form of attribution entails an assumption about someone's bad behavior being due to their character rather than external circumstances?

Dispositional attribution Signup and view all the answers

Which of the following best defines the term 'influence' within the context provided?

To induce changes in the mental state of another through persuasion. Signup and view all the answers

What effect does the fundamental attribution error have on interpersonal judgments?

It results in overestimating the impact of personality. Signup and view all the answers

Which of the following best describes the relationship between attitude formation and cognitive biases?

Cognitive biases can heavily influence how attitudes are formed. Signup and view all the answers

Study Notes

Lecture Overview

Topic: The Realm of Communication
Presenter: Alexandra Nagy-Béni, PhD
Lecture number: 8th
Institution: Corvinus University of Budapest

Agenda

Key terms and definitions of persuasion
Characteristics of persuasion
Social Judgement Theory
Types of persuasion
Creating a persuasive message
Elaboration Likelihood Model (ELM)

CommVille Roadmap

Semester Overview: Introduction to interpersonal communication
Unit 2: Introduction to interpersonal communication
Unit 3: Models and theories of interpersonal communication
Unit 4: Interpersonal communication and culture
Week 7: Nonverbal communication and dimensions of interpersonal relationships
Week 8: Intro to Mass Media, Mass Media Effects I
Week 9: Mass Media effects II
Unit 5: Communication and influence
Week 11 & 12: Presentation of group projects
Written Test 1
Written Test 2

Persuasion

Introduction: What are the initial thoughts surrounding persuasion?
Quote: "To just invent something and have a great idea is a lot of work, but it is not enough. You need to know how to get the people excited" - Larry Page
Selling ideas: Ancient times and the critical subjects educated people could learn; human influence and mass media's role

How Rational Are You/Others?

Rationality: Various degrees of rationality in thought processes, decisions, and emotions

Attributions

Attributions: Assumptions and stories constructed about another person's personality, behavior, and motivation
Fundamental Attribution Error: Assuming bad behavior is attributable to character, rather than circumstance.
Dispositional Attribution: The tendency to overlook the situation people are in, judging behavior based on presumed personality.
Actor-Observer Distortion: Considering others' behaviors based on personality, while attributing your own based on situations

Key Ways Today's Persuasion Differs

Number of messages: Increased volume of messages
Speed and brevity: Rapid and concise communication
Complexity and mediation: Elaborate communication channels
Digitization: Use of digital technologies
Exchange among millions of strangers: Wide reach of communication
Exposure to bias-confirming information: The impact of personalized media

Some Key Terms

Influence: Agent induces changes through altering social and mental states
Subtypes: Convincing, manipulation, forcing (often combined)

Convincing

Target awareness: Aware of influencing intention

Forcing

Target awareness (but conforming): Aware of goal, but still complies

Manipulation

Hidden intention: Target unaware of influencing intention
Consequences: Target can lose sensitivity to persuasion attempts

Influencing vs. Persuading

Differences: approach, awareness, timeframe
Persuasion: using good skills

Persuasion (The Process)

Definition: Motivating someone through communication to change a belief, attitude, or behavior

Characteristics of Persuasion

Not coercive: Results cannot be enforced through coercion
Interactive: Persuasion should engage with the audience
Can be ethical: Achieved through ethical interactions
Incremental: Succeeds over time

Anchor: Person's existing opinion or belief
Latitudes: Acceptance, non-commitment, rejection, related to opinion strength
Ego-involvement: Importance of the issue influences attitudes
Impact of too close or too distant positions (assimilation, contrast)

Proposition Types

Facts
Value judgments
Policies
Types of Persuasion

Types of Persuasion (By Outcome)

Convincing: Changing attitudes
Actuating: Inspiring particular actions

Types of Persuasion (By Approach)

Direct: Speaker's purpose is clear from the start
Indirect: Implicit persuasion

Creating a Persuasive Message

Setting clear goals (convincing vs. actuating)
Carefully structuring the message (problem, solution, desired response)

Avoiding Fallacies

Fallacy: False claim or error in logic
Types: Ad hominem, False cause (post hoc), Either/or, etc.
Avoiding fallacies (specific examples by type)

Elaboration Likelihood Model (ELM)

Two Routes: Central (more effort, careful scrutiny) and Peripheral (mental shortcuts).

Motivation for Elaboration

Effort required for proper attitude change; cognitive processes
Identifying elements requiring greater mental effort

What is an Attitude?

Mental contents
Dimensions of attitudes: knowledge, beliefs, emotions, skills, etc.
Attitudes: Evaluations about objects that have a direction, positive, neutral, negative, and intensity.

Goals of a Communicator

Changing attitude intensity and direction, or creating a new attitude
Methods: cognitive and emotive

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Description

Explore the key concepts of persuasion in this eighth lecture of the communication series. Delve into crucial theories such as Social Judgement Theory and the Elaboration Likelihood Model (ELM), and learn how to effectively craft persuasive messages. This quiz will reinforce your understanding of the characteristics and types of persuasion.