Questions and Answers
Which term refers to the process by which a message induces change in beliefs, attitudes, or behaviors?
Persuasion
What is the difference between propaganda and education?
Propaganda is inherently bad, while education is inherently good
Which route to persuasion occurs when interested people focus on the arguments and respond with favorable thoughts?
Central Route
What is the main difference between the Central Route and the Peripheral Route to Persuasion?
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What happens if a message is clear but unconvincing?
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Which term refers to the person who delivers a persuasive message?
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What is the main goal of a persuader?
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What does credibility mean in the context of communication?
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How can a communicator gain credibility?
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Which route to persuasion occurs when the audience focuses on the arguments and responds with favorable thoughts?
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Study Notes
Persuasion and Communication
- Persuasion: the process by which a message induces change in beliefs, attitudes, or behaviors.
Propaganda vs. Education
- Propaganda: aims to influence attitudes and behaviors without regard for the audience's attitudes or beliefs.
- Education: aims to inform and educate the audience, considering their attitudes and beliefs.
Routes to Persuasion
- Central Route: occurs when interested people focus on the arguments and respond with favorable thoughts.
- Peripheral Route: occurs when the audience is influenced by cues, such as the credibility of the speaker, rather than the arguments themselves.
Message Effectiveness
- If a message is clear but unconvincing, it may not be persuasive.
The Persuader
- Source: the person who delivers a persuasive message.
- Goal: the main goal of a persuader is to influence attitudes, beliefs, or behaviors.
Credibility
- Credibility: the degree to which an audience perceives a communicator as trustworthy, expert, and objective.
- Gaining credibility: a communicator can gain credibility by establishing a reputation, providing evidence, or demonstrating expertise.
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